Marketing

BT505

Lecture 2
Creating Customer Value and Fostering
Customer Relationships

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Understanding
the needs,
wants and
demand

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Customer Perceived
Value

The customer’s
evaluation of the
difference between
all the benefits and all
the costs of a market
offering relative to
those of competing
offers.

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Who will You
Serve?
How will You
Serve them?

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Marketing Management
The art and science of choosing target markets and
building profitable relationships with them

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The Microenvironment

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 Managing Customer
Relationships
Customer Engagement

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Right
Relationship
for the Right
Customer

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 The process of developing and
maintaining a strategic fit
Strategic planning between the organization’s
goals and capabilities and its
changing marketing
opportunities.

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• SAS’ overall goal is to create value for its
shareholders.
Mission
• To reach this goal, SAS pursues Three
The mission of SAS is to provide the
strategic priorities
best value for time and money to
• To meet trends and industry
Nordic travelers regardless of the
developments
purpose of their journey
• Ensure competitiveness
• Create the prerequisites for long-term
sustainable profitability, in line with
previously announced financial targets. 13
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How this mission would be accomplished?

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Business portfolio

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Product-Marker Expansion

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YBG

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Analyzing the Macroenvironment

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The Marketing Mix

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Thank You
Yahya Noori

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