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Marketing: Creating and Capturing Customer Value Presentation Transcript:
1.Marketing: Creating and Capturing Customer Value
2.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
3.What Is Marketing?
Understanding the Marketplace and Customer Needs
4.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
5.Markets are the set of actual and potential buyers of a product
6.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?
7.Market segmentation refers to dividing the markets into segments of customers
Target marketing refers to which segments to go after
8.Value proposition Set of benefits or values a company promises to deliver to customers to satisfy their needs
9.Designing a Customer-Driven Marketing Strategy
10.
Production concept is the idea that consumers will favor products that are available or highly affordable
11.
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.
12.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
13.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
14.Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests
15.Designing a Customer-Driven Marketing Strategy
Marketing: Creating and Capturing Customer Value Presentation Transcript:
1.Marketing: Creating and Capturing Customer Value
2.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
3.What Is Marketing?
Understanding the Marketplace and Customer Needs
4.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
5.Markets are the set of actual and potential buyers of a product
6.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?
7.Market segmentation refers to dividing the markets into segments of customers
Target marketing refers to which segments to go after
8.Value proposition Set of benefits or values a company promises to deliver to customers to satisfy their needs
9.Designing a Customer-Driven Marketing Strategy
10.
Production concept is the idea that consumers will favor products that are available or highly affordable
11.
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.
12.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
13.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
14.Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests
15.Designing a Customer-Driven Marketing Strategy
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