3. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
4. 4
The process of building profitable
customer relationships by
creating value for customers and
capturing value in return.
What is Marketing?
5. 5
Understand Customer Needs
and Wants
Design a Customer-Driven
Market Strategy
Construct a Marketing program
Build Profitable Relationships
Capture value from Customers
The Marketing Process
6. 6
The Marketing Process – I
• Research
Consumers and the
Marketplace
• Manage Marketing
Information and
Customer Data
Understand
Customer
Needs and
Wants
7. 7
The Marketing Process – II
• Select Consumers to
Serve – Market
Segmentation and
Targeting
• Value Proposition –
Differentiation and
Positioning
Design a
Customer-
driven
Marketing
Strategy
8. 8
The Marketing Process – III
• PRODUCT and Service
Design – Build Strong
Brands
• PRICE – Create Real Value
• PLACE – Manage demand
and Supply Chain
• PROMOTION – Create the
Value Proposition
Construct a
Marketing
Program that
Delivers
Superior
Value
9. 9
The Marketing Process – IV
• Customer Relationship
Management – with
chosen customers
• Product Relationship
Management – with
chosen suppliers
Build
Profitable
Relationships
10. 10
• Generate Revenue,
Earn Profit
• Create loyal, satisfied
customers
• Capture Customer
Lifetime Value
• Increase Market Share
Capturing
Value from
Customers
in return
The Marketing Process – V
11. 11
Understand Customer Needs
and Wants
Design a Customer-Driven
Market Strategy
Construct a Marketing program
Build Profitable Relationships
Capture value from Customers
The Marketing Process