Marketing

and Customer Value

01
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
What is Marketing?
1.selling?
2.Advertising and Promotion?
3.Competitor Analysis
4.Strategic Marketing
5.Market research
6.Effective communication with
customers

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Marketing process
Determine Design Construct Build Capture
needs and customer driven marketing relationships value from
wants marketing program that and delight the customer to
strategy delivers customer achieve
superior value profits

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Need Want

Demand
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Need
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Want
Market offerings

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing myopia

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Marketing and
Exchange

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Exchange

GOODS PAYMENT

Marketer Customer
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Market

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Marketing system

Company
Suppliers

Intermediaries Consumers

Competitors

ENVIRONMENTAL FORCES
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Customer driven marketing
Strategy
MARKETING MANAGEMENT

SELECTING CUSTOMERS

CHOOSE VALUE PROPOSITION

Marketing management
Selecting customers
Segmentation

Targeting
Value proposition
 Management orientations

PRODUCTION PRODUCT SELLING MARKETING SOCIETAL

CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT
Production Concept
Consumers will favor products that are available
and affordable
Product Concept
Consumers will favor products that offer the most
in quality, performance, and innovative features
Selling Concept
Consumers will not buy
enough without a large scale
selling and promotion effort
Marketing Concept
Focus on satisfying the needs and wants of target
markets
Societal Marketing Concept
Building customer relationships
Value
 Customer Satisfaction
Performance SATISFACTION

Expected
level

DISSATISFACTION
Relationship Levels

BASIC RELATIONSHIP

FULL PARTNERSHIP
Relationships Today
Partner relationship
management
Partner relationship
management
INSIDE

OUTSIDE
Capturing Value from Customers
Customer
Equity
Digital age

The Changing Marketing Landscape

Globalization
65%
Ethics demands
Not-for-Profit Marketing