Marketing

and Customer Value

01
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What is Marketing?

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 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

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 Need Want

Demand
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 Need
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Want
Market offerings

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Marketing myopia

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 Marketing and
Exchange

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 Exchange

GOODS PAYMENT

Marketer Customer
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Market

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 Marketing system

Company
Suppliers

Intermediaries Consumers

Competitors

ENVIRONMENTAL FORCES
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 Customer driven marketing
Strategy
MARKETING MANAGEMENT

SELECTING CUSTOMERS

CHOOSE VALUE PROPOSITION

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 Marketing management

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 Selecting customers
Segmentation

Targeting

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Value proposition

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 Management orientations

PRODUCTION PRODUCT SELLING MARKETING SOCIETAL

CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT

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 Production Concept
Consumers will favor products that are available
and affordable

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 Product Concept
Consumers will favor products that offer the most
in quality, performance, and innovative features

Người tiêu dùng sẽ

ưu tiên các sản phẩm
cung cấp nhiều nhất
về chất lượng, hiệu
suất và các tính năng
sáng tạo

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Selling Concept
Consumers will not buy
enough without a large scale
selling and promotion effort

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Marketing Concept
Focus on satisfying the needs and wants of target
markets

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Societal Marketing Concept

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Building customer relationships

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 Value

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 Customer Satisfaction
Performance SATISFACTION

Expected
level

DISSATISFACTION

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 Relationship Levels

BASIC RELATIONSHIP

FULL PARTNERSHIP

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Relationships Today

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Partner relationship
management

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Partner relationship
management
INSIDE

OUTSIDE

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 Capturing Value from Customers

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Share of customer

Sales to your
firm

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 Customer
Equity

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Digital age

The Changing Marketing Landscape

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Globalization
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 65%

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Ethics demands

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Publishing as Prentice Hall
Not-for-Profit Marketing
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All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.  

Publishing as Prentice Hall