Marketing: Creating and Capturing Customer Value By: Faisal Sultan Ali JAIBP Associate Chartered Banker MBA (Executive) IBA‚ Karachi M.Com‚ University of Karachi Outline • What is Marketing • Understanding the Marketplace and Customer Needs • Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and Program • Building Customer relationships • Capturing Value from Customers • The Changing Marketing Landscape What Is Marketing? Marketing is a process by
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1/29/2015 Creating Customer Value http://eproduct.hbsp.harvard.edu/eproduct/product/cc_8176/content/OPS/html/print.html 1/22 1/29/2015 Creating Customer Value This reading contains links to online interactive illustrations and video‚ denoted by the icons above. In addition to using reader controls in the navigation bar‚ you can also use the arrow keys on your keyboard to navigate between pages. Sunil Gupta‚ Edward W. Carter Professor of Business Administration‚ Harvard Business School‚ de
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Chapter 1 Marketing: creating and capturing customer value 4. Name and describe the five different marketing management orientations. Which orientation do you believe your school follows when marketing its undergraduate program? The five marketing management orientations are production concept‚ product concept‚ selling concept‚ marketing concept and societal marketing concept. Production concept is the idea that consumers will favor products that are available and highly affordable and
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that give customers what they want. Satisfied customers are loyal to those suppliers they feel best understand their requirements. As a result they will make repeat purchases and will recommend a business to their friends. On the other hand if the quality level is not met business will have to deal with consequences. Therefore‚ quality is important to a business for number of reasons. First of all is customer retention. Getting repeat business is the success to any business. If customers like product
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Chapter One Marketing: Creating and Capturing Customer Value Chapter 1- slide 1 Creating and Capturing Customer Value Topic Outline • • • • • • • What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer‐Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Copyright © 2010 Pearson Education‚ Inc. Publishing as Prentice Hall Chapter 1- slide
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Chapter 5: Creating Customer Value‚ Satisfaction‚ and Loyalty GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ are adept at building customer relationships‚ not just products; they are skilled in market engineering‚ not just product engineering. a. Profit-centered companies b. Customer-centered companies c. Production-centered companies d. Sales-centered companies e. Promotion-centered companies Answer: b Page: 119 Difficulty: Easy AACSB: Reflective Thinking 2. The
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Chapter 1 Marketing: Creating and Capturing Customer Value PART 1. MULTIPLE CHOICE QUESTIONS 1) According to management guru Peter Drucker‚ "The aim of marketing is to ________." A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products 2)What do companies call a set of benefits that they promise to consumers to satisfy their needs? A) market offering B) value proposition C) demand satisfaction D) need
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based on the study of “Customer Value Marketing” starts with introduction section. We have mentioned the contents of the study in objectives of the report section. The methodology section deals with the means of preparation of this report and the processes that we have followed. Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing. Finally in the last
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Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably‚ it is practicing ________. A) concentrated marketing B) mass marketing C) market targeting D) segmenting E) differentiation Answer: C Diff: 2 Page Ref: 191 Skill: Concept Objective: 7-1 2) What are the four steps‚ in order‚ to designing a customer-driven marketing strategy? A) market segmentation‚ differentiation
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sustainable competitive advantage in the product or services‚ first of all the company must focus on the core competencies. Core competencies is the things you can do better than your competitors in the critical‚ central areas of the company where the most value is added to company;s products. If a core competencies yields a long term advantage to the company‚ it is said to be a sustainable competitive advantage. A good core competencies is the one that able to open doors to other opportunities and able to
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