Professional Documents
Culture Documents
Customer Value
Objectives
To understand
• What is Marketing?
• Five Steps in the marketing process
• Major trends and forces affecting marketing in this age o
f customer relationships.
What Is Marketing?
g ?
ti n
r ke
M a
e is
h e r Attract new
customers by
W Marketing is
managing profitable
promising superior
value
Construct
Construct anan Build
Build profitable
profitable Capture
Capture value
value
Understand
Understand the
the Design
Design integrated
integrated relationships
relationships from
from
marketplace
marketplace and
and customer-driven
customer-driven marketing
marketing and
and create
create customers
customers to
to
customer
customer needs
needs marketing
marketing program
program that
that customer
customer create
create profits
profits
and
and wants
wants strategy
strategy delivers
delivers delight
delight and
and customer
customer
superior
superior value
value equity
equity
Wants
• Form that needs take as they are shaped by culture and
individual personality
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
Demands
• Human wants backed by buying power 。
Market Offerings-Products, Wants,
and Demands
Market offerings are some combination of prod
ucts, services, information, or experiences offere
d to a market to satisfy a need or a want.
Marketers
• Set the right level of expectations
• Not too high or low
Exchanges and Relationships
Exchange
• the act of obtaining a desired object from someone by of
fering something in return
Relationship
• Marketing actions try to create, maintain, grow exchang
e relationships.
Markets
• Each party in the system adds value. Walmart cannot fulfill
its promise of low prices unless its suppliers provide low
Markets are the set of actual and potential
costs. Ford cannot deliver a high-quality car-ownership
buyer
s of aexperience
product. unless its dealers provide outstanding service.
• Arrows represent relationships that must be developed and
managed to create customers value and profitable customer
relationships.
Designing a Customer-Driven Market
ing Strategy
We define marketing management is the art and
science of choosing target markets and building p
rofitable relationships with them.
What
Twocustomers
important questions:
will we serve
(what’s our target market)? Ch2
Price
ct
Produ tion
Promo