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Principles of Marketing: Marketing: Managing Profitable Customer Relationships
Principles of Marketing: Marketing: Managing Profitable Customer Relationships
Principles of Marketing
Marketing: Managing
Profitable Customer
Relationships
Learning Objectives
After studying this chapter, you should be able to:
1. Define marketing and outline the steps in the marketing
process
2. Explain the importance of understanding customers and the
marketplace, and identify the five core marketplace concepts
3. Identify the key elements of a customer-driven marketing
strategy and discuss the marketing management orientations
that guide marketing strategy
4. Discuss customer relationship management, and identify
strategies for creating value for customers and capturing value
from customers in return
5. Describe the major trends and forces that are changing the
marketing landscape in this age of relationships
1-2
Chapter Concepts
1. What Is Marketing?
2. Understanding the Marketplace and Customer Needs
3. Designing a Customer-Driven Marketing Strategy
4. Preparing an Integrated Marketing Plan and Program
5. Building Customer Relationships
6. Capturing Value from Customers
7. The New Marketing Landscape
8. So, What Is Marketing? Pulling It All Together
1-3
What Is Marketing?
Marketing Defined
1-4
What Is Marketing?
The Marketing Process
1-5
Understanding the Marketplace
and Customer Needs
1-6
Understanding the Marketplace
and Customer Needs
1-7
Understanding the Marketplace
and Customer Needs
1-8
Understanding the Marketplace
and Customer Needs
Market Offerings—Products, Services, and
Experiences
1-9
Understanding the Marketplace
and Customer Needs
• Expectations
• Customers
• Value and satisfaction
• Marketers
• Set the right level of expectations
• Not too high or too low
1-10
Understanding the Marketplace
and Customer Needs
1-11
Understanding the Marketplace
and Customer Needs
Markets are the set of actual and potential buyers
of a product
Marketing system consists of all of the actors
(suppliers, company, competitors,
intermediaries, and end users) in the system
who are affected by major environmental forces
• Demographic
• Economic
• Physical
• Technological
• Political–legal
• Socio-cultural
1-12
Designing a Customer-Driven
Marketing Strategy
Marketing Management
1-13
Designing a Customer-Driven
Marketing Strategy
1-14
Designing a Customer-Driven
Marketing Strategy
1-15
Designing a Customer-Driven
Marketing Strategy
1-16
Designing a Customer-Driven
Marketing Strategy
1-17
Designing a Customer-Driven
Marketing Strategy
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Societal concept
1-18
Designing a Customer-Driven
Marketing Strategy
1-19
Designing a Customer-Driven
Marketing Strategy
1-20
Designing a Customer-Driven
Marketing Strategy
1-21
Designing a Customer-Driven
Marketing Strategy
1-22
Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations
1-23
Preparing an Integrated
Marketing Plan and Program
Marketing Mix
1-25
Building Customer Relationships
1-26
Building Customer Relationships
1-27
Building Customer Relationships
• Basic relationship
• Full relationships
• Frequency marketing programs
• Club marketing programs
1-28
Building Customer Relationships
The Changing Nature of Customer Relationships
1-29
Building Customer Relationships
1-30
Building Customer Relationships
Partner Relationship Management
1-31
Building Customer Relationships
1-32
Capturing Value from Customers
1-33
Capturing Value from Customers
1-34
Capturing Value from Customers
1-35
Capturing Value from Customers
Building Customer Equity
1-36
The New Marketing Landscape
Major Developments
• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
1-37
The New Marketing Landscape
The New Digital Age
• Recent technology has had a major impact on the
ways marketers connect with and bring value to
their customers
• Market research
• Learning about and tracking customers
• Create new customized products
• Distribution
• Communication
• Video conferencing
• Online data services
1-38
The New Marketing Landscape
1-39
The New Marketing Landscape
Rapid Globalization
1-40
The New Marketing Landscape
1-41
The New Marketing Landscape
1-42
The New Marketing Landscape
• Colleges
• Hospitals
• Museums
• Zoos
• Orchestras
• Religious groups
1-43
PowerPoint created by:
Ronald Heimler