MARKETING

MARKETING
CUSTOMER STRONG
VALUE CUSTOMER
R E L AT I O N S H I P
 WORTH
it??

C U S T O M E R VA L U E
 CUSTOMER VALUE
=
BENEFIT - COST

FUNCTIONAL PSYCHOLOGICAL

PRICE TIME

EFFOT RISK
CUSTOMER NEED

MET UNMET
 ACCORDING TO KOTLER:

• C R E AT E VALUE
• C O M M U N I C AT E P R O F I TA B L E
( F O R TA R G E T R E L AT I O N S H I P
• DELIVER CUSTOMER)
 A M E R I C A N M A R K E T I N G A S S O C I AT I O N
(AMA)

“ M a r k e t i n g i s t h e a c t i v i t y, s e t o f i n s t i t u t i o n s , a n d p r o c e s s e s f o r c r e a t i n g ,
communicating , delivering , and exchanging offerings that have value for
c u s t o m e r s , c l i e n t s , p a r t n e r s , a n d s o c i e t y a t l a r g e .”