Chapter 1- slide 1 Publishing as Prentice Hall What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Chapter 1- slide 5 Publishing as Prentice Hall Understanding the Marketplace and Customer Needs
• Market offerings are some
combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
Chapter 1- slide 7 Publishing as Prentice Hall Understanding the Marketplace and Customer Needs Exchange is the act of obtaining a desired object from someone by offering something in return
Chapter 1- slide 8 Publishing as Prentice Hall Understanding the Marketplace and Customer Needs Markets are the set of actual and potential buyers of a product
Chapter 1- slide 9 Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy
Marketing management is the art and
science of choosing target markets and building profitable relationships with them – What customers will we serve? – How can we best serve these customers?
Chapter 1- slide 15 Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Marketing Management Orientations
Product concept is the idea that consumers
will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
Chapter 1- slide 30 Publishing as Prentice Hall Capturing Value from Customers Customer equity is the total combined customer lifetime values of all of the company’s customers
From Product to People: The 8Ps of Marketing: A Comprehensive Guide to Modern Marketing. Excellent Marketing Strategies for Success in a Digital World.
From Product to People: The 8Ps of Marketing: A Comprehensive Guide to Modern Marketing. Excellent Marketing Strategies for Success in a Digital World.
