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What is Marketing?

Sellers Market

Production: Focus on Company

BuyersMarket

Marketing: Focus on Customer

and Competition

Connected
Community

Experience: Focus deeper on

customer experiential value

Economic
Uncertainty
(Madoff)

Trust: Focus on genuine

customer valueRESET,
Discipline, flexibility

Production
Orientation

Marketing
Orientation

Experience
Orientation

Trust
Orientation

Persuade customer to
want what firm has

Persuade firm offer

what the customer
wants

Managecustomers
entire experience
with the firm

Prioritize building a
relationship based
on trust &
discipline

Generic
Product

Differentiated
Product/Service

Experiential
Value

Genuine
Value

Competitive Advantage:
Lowest Cost Quality & Service
Experiences
Trust
Customer Knowledge Transformation;
Customer as
co-creator of
Profitability Drivers:
value
Market Share Customer Share
Customer Loyalty

Buzz
Discipline
W-o-m, Referrals

Principle of Customer Value

Principle of Differentiation
Principle of Segmentation, Targeting, and
Positioning

Product
Place
Promotion
Price