CHAPTER ONE Marketing: Creating and Capturing Customer Value Lecturer: Lulu Saud Altweem Ch 1 -0 Copyright © 2011 Pearson Education

Creating and Capturing Customer Value Topic Outline 1.1 What Is Marketing? Define marketing and outline the steps in the marketing process. 1.2 Understand the Marketplace and Customer Needs. Explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts. 1.3 Designing a Customer-Driven Marketing Strategy. 1.4 Preparing an Integrated Marketing Plan and Program. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Ch 1 -1 Copyright © 2011 Pearson Education

Creating and Capturing Customer Value Topic Outline 1.5 Building Customer Relationships. Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. 1.6 The Changing Marketing Landscape. Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Simplest definition What Is Marketing? Marketing is managing profitable customer relationships. Attract new customers by promising superior value Keep and grow current customers by delivering satisfaction.

Copyright © 2011 Pearson Education What Is Marketing? Marketing Defined Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Broadly defined, marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. Ch 1 -4 Copyright © 2011 Pearson Education

Copyright © 2011 Pearson Education What Is Marketing? The Marketing Process This important figure shows marketing in a nutshell. By creating value for customers, marketers capture value from customers in return. This five-step process forms the marketing frame work for the rest of the chapter and the remainder of the text. Ch 1 -5 Copyright © 2011 Pearson Education

Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demands (read book pg 6,7) States of deprivation Physical—food, clothing, warmth, safety Social—belonging and affection Individual—knowledge and self-expression Needs Form that needs take as they are shaped by culture and individual personality Wants Wants backed by buying power Demands Ch 1 -6 Copyright © 2011 Pearson Education

Understanding the Marketplace and Customer Needs Market Offerings: Products, Services and Experiences Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy its needs or wants. Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs. Ch 1 -7 Copyright © 2011 Pearson Education

Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Customers Value and satisfaction. From expectations about the value and satisfaction that various market offerings. Will deliver and buy accordingly Marketers Set the right level of expectations. Not too high or low. Ch 1 -8 Copyright © 2011 Pearson Education

Understanding the Marketplace and Customer Needs Exchanges and relationships Exchange is the act of obtaining a desired object from someone by offering something in return. Relationships: Marketing actions try to create, maintain, grow exchange relationships. Ch 1 -9 Copyright © 2011 Pearson Education

Understanding the Marketplace and Customer Needs Each party in the system adds value. Walmart cannot fulfill its promise of low prices unless its suppliers provide low costs. Ford cannot deliver a high-quality car-ownership experience unless its dealers provide outstanding service. Arrows represent relationships that must be developed and managed to create customers value and profitable customer relationships. Ch 1 -10 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Marketing Management Marketing management is the art and science of choosing target markets and building profitable relationships with them. What customers will we serve (what’s our target market)? Ch2 How can we serve these customers best (what’s our value proposition)? Ch7 Ch 1 -11 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Selecting Customers to Serve Market segmentation refers to dividing the markets into segments of customers. Target marketing refers to which segments to go after. Ch 1 -12 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Choosing a Value Proposition A brand’s value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs. Ch 1 -13 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Production concept Product concept Selling concept Marketing concept Societal concept Ch 1 -14 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Marketing Management Orientations The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being. Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort Ch 1 -15 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do. Note to Instructor Customer-driven companies research current customers deeply to learn about their desires, gather new product and service ideas, and test proposed product improvements. Such customer-driven marketing usually works well when a clear need exists and when customers know what they want. In many cases, however, customers don’t know what they want or even what is possible. For example, even 20 years ago, how many consumers would have thought to ask for now-commonplace products such as cellphones, notebook computers, iPods, digital cameras, 24-hour online buying, and satellite navigation systems? Such situations call for customer-driving marketing—understanding customer needs even better than customers themselves do and creating products and services that meet existing and latent needs, now and in the future. As an executive at 3M puts it, “Our goal is to lead customers where they want to go before they know where they want to go.” Ch 1 -16 Copyright © 2011 Pearson Education

Designing a Customer-Driven Marketing Strategy Ch 1 -17 Copyright © 2011 Pearson Education

Preparing an Integrated Marketing Plan and Program The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers. Product Price Promotion Ch 1 -18 Copyright © 2011 Pearson Education

Copyright © 2011 Pearson Education Building Customer Relationships Customer Relationship Management (CRM) (discuss Etisalat case on pg. 15) Customer relationship management (CRM): The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Ch 1 -19 Copyright © 2011 Pearson Education

Building Customer Relationships Relationship Building Blocks: Customer Value and Satisfaction Customer- perceived value A customer buys from the firm that offers the highest customer-perceived value—the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer satisfaction depends on the product’s perceived performance relative to a buyer’s expectations. If the product’s performance falls short of expectations, the customer is dissatisfied. Ch 1 -20 Copyright © 2011 Pearson Education

The Changing Nature of Customer Relationships (discuss Real Marketing on pg. 19) read book pg. 20 Today’s companies are building deeper, more direct, and lasting relationships with more carefully selected customers. selective relationship. Ch 1 -21 Copyright © 2011 Pearson Education

Capturing Value from Customers Creating Customer Loyalty and Retention The final step involves capturing value in return in the form of sales, market share, and profits. By creating superior customer value, the firm creates highly satisfied customers who stay loyal and buy more. This, in return, means greater long-run returns for the firm. Ch 1 -22 Copyright © 2011 Pearson Education

Creating Customer Loyalty and Retention Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage. Ch 1 -23 Copyright © 2011 Pearson Education

Capturing Value from Customers Building Customer Equity Customer equity is the total combined customer lifetime values for all of the company’s customers. Ch 1 -24 Copyright © 2011 Pearson Education

The Changing Marketing Landscape This section have five major developments: Digital age Rapid globalization The Changing Marketing Landscape Not-for-profit marketing Sustainable Marketing ─ The Call for More Social Responsibility Ch 1 -25 Copyright © 2011 Pearson Education

The Changing Economic Environment The Great Recession caused many consumers to rethink their spending priorities and cut back on their buying. In adjusting to the new economy, companies and slash prices in an effort to coax more frugal customers into opening their wallets. The challenge is to balance the brand’s value proposition with the current times while also enhancing its long-term equity.

The Digital Age The digital age has provided marketers with exciting new ways to learn about and track customers and create products and services tailored to individual customer needs. Online marketing is now the fastest-growing form of marketing.

The Growth of Not-for-profit Marketing In recent years, marketing has also become a major part of the strategies of many not-for-profit organizations, such as colleges, hospitals, museums, zoos, symphony orchestras, and even churches. Government agencies have also shown an increased interest in marketing.

Rapid Globalization Today, almost every company, large or small, is touched in some way by global competition. Managers in countries around the world are increasingly taking a global, not just local, view of the company’s industry, competitors, and opportunities.

Sustainable Marketing The Call for More Social Responsibility As the worldwide consumerism and environmentalism movements mature, today’s marketers are being called on to develop sustainable marketing practices. Corporate ethics and social responsibility have become hot topics for almost every business.

So, What Is Marketing? Pulling It All Together Ch 1 -31 Copyright © 2011 Pearson Education

Copyright © 2011 Pearson Education From book- Read reviewing objectives and key terms (pg. 30 and 31) Read all 'Key Terms' (pg. 31) Video case- Harley Davidson (pg. 33). Ch 1 -32 Copyright © 2011 Pearson Education