PRINCIPLE OF

MARKEING
MODEL OF MARKETING PROCESS
Construct an
Capture value
Understand Design a integrated Build profitable
from customers
marketplace and customer driven marketing relationship and
to create profile
customer needs marketing program that create customer
and customer
and wants strategy deliver superior delight
equity
value

• Research customers • Select customers to • Product and service • Customer • Create satisfied loyal
and the marketplace serve market design build strong relationship customers
segmentation and brands management, build
• Manage marketing targeting strong relationship • Capture customer
information and • Pricing: create real with chosen lifetime value
customer data • Decide on a value value customer
proposition and • Increase share of
positioning • Distribution: manage • Partner relationship market and share of
demand and supply management: build customer
chain strong relationship
• Promotion: with marketing
communication the partners
value proposition
Marketing Environment
The Company

Publics Supplier

Company’s
Microenvironment

Marketing
Competitors
Intermediaries

Customers
Marketing Environment
Demographic
Forces

Culture Economical
Forces Forces

Company’s
Macroenvironment

Political Natural
Forces Forces

Technological
Forces