MARKETING REVISED.

Slides:

Advertisements

Similar presentations

Creating and Capturing Customer Value

Advertisements

©2000 Prentice Hall Objectives ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s.

Topic One: Introduction Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses.

Goal 1: Define marketing and the marketing process.

Creating and Capturing Customer Value

Chapter 1 Marketing: Managing Profitable Customer Relationships

Global Edition Chapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education.

What is Marketing? Marketing Defined:

TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya

Marketing Management 14 February Course Outcomes and Outline Outcomes Firm grasp of Principals of Marketing Construction and Implementation of a.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Learning Goals Define marketing and the marketing process.

Marketing: Managing Profitable Customer Relationships 1.

Principles of Marketing

CHAPTER ONE Marketing: Creating and Capturing Customer Value Lecturer: Emran Mohammad Mkt: 202 (Section 6 & 21) Ch 1 -0Copyright © 2011 Pearson Education.

Chapter 1 Marketing: Creating and Capturing Customer Value

Copyright © 2008 Pearson Education CanadaPrinciples of Marketing, Seventh Canadian Edition Chapter1 Marketing: Managing Profitable Customer Relationships.

Chapter 1 Marketing: Managing Profitable Customer Relationships

Marketing: Managing Profitable Customer Relationships

Marketing: Managing Profitable Customer Relationships Chapter 1.

1- 1 Copyright © 2012 Pearson Education. Chapter One Creating and Capturing Customer Value.

Chapter One Marketing: Managing Profitable Customer Relationships.

Goal 1: Define marketing and the marketing process.

1- 1 Chapter 1 Marketing: Creating and Capturing Customer Value.

Kotler / Armstrong 11e, Chapter 1

Marketing Creating and Capturing Customer Value

Learning Goals Define marketing and the marketing process.

Chapter One Marketing: Managing Profitable Customer Relationships.

Evolving Perspectives

 The art and science of choosing target markets and building profitable relationships with them. Questions to ask: 1. What customers will we serve? What.

CHAPTER ONE Marketing: Creating and Capturing Customer Value

Introduction to Marketing Week 2 Tutorial Marketing process.

Marketing: Managing Profitable Customer Relationships 1.

1 BUS 243 Introduction to Marketing & Distribution Professor Marshall Queens College.

one Marketing now PART Chapter 1: Marketing

Chapter 1 Marketing: Creating and Capturing Customer Value

Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Marketing: Creating and Capturing Customer Value.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Principles of Marketing “ Marketing : Managing Profitable Customer Relationships”

CHAPTER ONE Marketing: Creating and Capturing Customer Value

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall  1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Chapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Dr. Shari Carpenter Welcome! Important things! Attendance Online aspect.

INTRODUCTION TO MARKETING/ BASIC CONCEPTS MARKETING: CREATING AND CAPTURING STAKEHOLDER VALUE Course Name: Principles of Marketing Code: MRK 152 Chapter:

Principles of Marketing

Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Marketing: Creating and Capturing Customer Value.

Chapter One Creating and Capturing Customer Value.

ON MARKETING  A Business Firm  The Profit Generation Mechanism  The Key Business Functions  Marketing as a Business Function Target Interest Groups.

Amity School of Business Marketing Management Module – I Geetika Jain

Marketing Creating and Capturing Customer Value

Marketing: Managing Profitable Customer Relationships

Chapter 1 Marketing: Creating and Capturing Customer Value

Creating and Capturing Customer Value

Marketing: Managing Profitable Customer Relationships

Marketing: Creating and Capturing Customer Value

Creating and Capturing Customer Value

Global Edition Chapter 1 Creating and Capturing Customer Value

Marketing: Managing Profitable Customer Relationships

What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value.

Marketing: Managing Profitable Customer Relationships

Marketing: Managing Profitable Customer Relationships

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Marketing: Creating and Capturing Customer Value

Creating and Capturing Customer Value

Creating and Capturing Customer Value

Creating and Capturing Customer Value

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Marketing: Managing Profitable Customer Relationships

Creating and Capturing Customer Value

Presentation transcript:

MARKETING REVISED

MARKETING PROCESS (KOTLER) DEFINITIONS MARKETING PROCESS-5 STAGES UNDERSTAND MARKETING NEEDS, WANTS, DEMANDS AND MARKET PLACE DESIGN CUSTOMER DRIVEN STRATEGY INTEGRATED MARKETING PLAN TO DELIVER SUPERIOR VALUE BUILD PROFITABLE RELATIONSHIP & CREATE CUSTOMER DELIGHT CAPTURE VALUFROM CUSTOEMRTO CREATE PROFIT & CUSTOMER EQUITY

I. UNDERSTAND MARKET PLACE Needs, Wants, Demands Market offerings – marketing myopia Customer value (CPV) and satisfaction Exchange & Relationship Markets

II. DESIGN CUSTOMER DRIVEN STRATEGY Selecting customer to serve-market research, segmentation, target marketing Choosing a value proposition- a set of benefits or values a company promises to deliver; differentiation, positioning Marketing management orientation -5 marketing concepts Production concept Product concept Selling concept Marketing concept Societal marketing concept

III. INTEGRATED MARKETING PLAN Marketing Mix – 4 Ps extendable to 7 Ps Orient towards corresponding 4 Cs Building customer relationship by transforming strategy into action

IV. BUILD PROFITABLE RELATIONSHIP AND CUSTOMER DELIGHT CRM- relationship building block – Customer Value (CPV) and Satisfaction- managing customer data and customer “touch points” CPV – perceived performance v/s expectation Loyalty CR levels and tools – basic & enhanced (relating with more carefully selected customer) Relating for long term Relating directly Partner relationship management- partners from inside company

V. CAPTURE VALUE FROM CUSTOMERS AND CREATING CUSTOMER EQUITY Creating customer loyalty & retention (CLV) Growing shares of customers Building customer equity- “combined discounted customer lifetime value of all the company’s current and potential customer Right relationship with right customer- butterflies/ true friends/ strangers/ barnacles

CHAPTER 2 COMPANY AND MARKETING STRATEGY

COMPANY WIDE STRATEGIC PLANNING Defining marketing role Process of developing and maintaining strategic fit between company’s goals and capabilities & changing marketing opportunities Defining a marketing oriented mission Setting objectives and goals Designing business portfolio