By R_A

1. Software Marketing
Defining Marketing and the marketing
process

2. The marketing process
 Five step model:
In the first four steps companies work to understand
consumers, create customer value and build strong
customer relationships.
In the final step companies reap the rewards for
creating superior customer value.
In turn they capture value from the customers in the
form of sales, profits and long term customer equity.

3. Five core customer and market place concepts:
Needs, wants and demands
 Needs:
States of deprivation such as basic physical need
(food, clothing, safety,) social need, individual need
(knowledge, self expression).
 Wants:
Form human needs take shaped by culture, individual
personality. E.g. American wants a big mac, fried and
coke for food.
 Demands:
Given their wants and resources consumers demand

4. Market offerings
 Market offerings:
Some combination of products, services and
experiences offered to a market to satisfy a need or
want.
 Marketing Myopia:
The mistake of paying more attention to the specific
products a company offers then to the benefits and
experiences produced by these products.
They do not focus on the latent/ underlying needs
e.g.? Walt Disney creates a experience, HP believes
your computer is your backup brain.