Professional Documents
Culture Documents
The Marketing Concept: Evolving Perspectives
The Marketing Concept: Evolving Perspectives
Evolving Perspectives
What Is Marketing?
Societal
Societal Marketing
Marketing Concept
Concept
Marketing
Marketing Concept
Concept
Selling
Selling Concept
Concept
Product
Product Concept
Concept
Production
Production Concept
Concept
The Production Concept
The Product Concept
Marketing and Sales Concepts Contrasted
Societal Marketing Concept
This Is a Need
Persons
Persons Places
Places Organizations
Organizations
Information
Information Ideas
Ideas
Services
Services
Activity
Activity or
or Benefit
Benefit Offered
Offered for
for Sale
Sale That
That isis Essentially
Essentially
Intangible
Intangible and
and Does
Does Not
Not Result
Result in
in the
the Ownership
Ownership of of Anything
Anything
Marketing Myopia
“Demand”
What is a Market?
Market Segmentation:
Divide the market into
segments of customers
Target Marketing:
Select the segment to
cultivate
Customer Satisfaction
Dependent on the
product’s perceived
performance relative
to a buyer’s
expectations.
Value and Satisfaction
8 10 10 8
Customer’s evaluation
of the difference
between all the
benefits and all the
costs of a marketing
offer relative to those
of competing offers.
Customer Relationship Levels
Financial Social
Benefits Benefits
Structural
Ties
Customer Relationship Management
The process of
building and
maintaining
profitable customer
relationships by
delivering superior
customer value and
satisfaction.
Customer Loyalty & Retention
Customer Lifetime Value
The entire stream of
purchases that the customer
would make over a lifetime of
patronage.
Share of Customer
The share a company
gets of the customers
purchasing in their
product categories.