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01
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Chapter 1- slide
1 Chapter One Marketing: Creating and Capturing Customer Value
2.
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2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Creating and Capturing Customer Value • What Is Marketing? • Marketing Process 1. Understand the Marketplace and Customer Needs 2. Designing a Customer-Driven Marketing Strategy 3. Preparing an Integrated Marketing Plan and Program 4. Building Customer Relationships 5. Capturing Value from Customers • The Changing Marketing Landscape Topic Outline
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3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall What Is Marketing? Marketing is satisfying customer needs effectively and efficiently better than the competitors and build strong customer relationship providing superior customer value Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
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4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Customer needs, wants, and demands • Market offerings • Value and satisfaction • Exchanges and relationships • Markets Core Concepts 1.Understanding the Marketplace and Customer Needs
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5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1.Understanding the Marketplace and Customer Needs • 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 personalityWants • Wants backed by buying powerDemands Customer Needs, Wants, and Demands
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6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
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7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Customer Value and Satisfaction Expectations Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low
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8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Exchange is the act of obtaining a desired object from someone by offering something in return
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9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Markets are the set of actual and potential buyers of a product
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10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall I. Selecting Customers to Serve II. Choosing a Value Proposition III. Marketing Management Orientations 2. Designing a Customer-Driven Marketing Strategy
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11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Selecting Customers to Serve Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after
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12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Choosing a Value Proposition The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs
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13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Production concept Product concept Selling concept Marketing concept Societal concept Marketing Management Orientations
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14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Production concept is the idea that consumers will favor products that are available or highly affordable
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15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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.
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16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
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17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
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18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
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19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The marketing mix is the set of controllable and tactical tools that 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. 3.Preparing an Integrated Marketing Plan and Program
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20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 4.Building Customer Relationships The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
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21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Relationship Building Blocks: Customer Value and Satisfaction Customer- perceived value • The difference between total customer value and total customer cost Customer satisfaction • The extent to which a product’s perceived performance matches a buyer’s expectations
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22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Customer Relationship Levels and Tools Basic Relationships Full Partnerships
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23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers • Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks The Changing Nature of Customer Relationships
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24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Partner relationship management involves working closely with partners inside the company and outside the company to jointly bring greater value to customers Partner Relationship Management
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25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Partners inside the company is every function area interacting with customers – Electronically – Cross-functional teams • Partners outside the company is how marketers connect with their suppliers, channel partners (Supply management), and competitors (Strategic partners &Strategic alliances) by developing partnerships Partner Relationship Management
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26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5.Capturing Value from Customers • Customer lifetime value: Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage • Growing Share of Customer: Share of customer is the portion of the customer’s purchasing that a company gets in its product categories • Building Customer Equity:Customer equity is the total combined customer lifetime values of all of the company’s customers
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28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Changing Marketing Landscape Digital age Rapid globalization Ethics and social responsibility Not-for-profit marketing Major Developments
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