Professional Documents
Culture Documents
Principles of Marketing
Marketing: Managing
Profitable Customer
Relationships
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
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
1-17
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
1-27
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
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
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
Rapid Globalization
1-40
The New Marketing Landscape
1-41
The New Marketing Landscape
1-42