Beruflich Dokumente
Kultur Dokumente
Kotler and
Armstrong
Chapter 1:
Marketing
Creating Customer
Value
and Engagement
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Inc.
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What Is Marketing?
Marketing
Defined
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What Is
Marketing?
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1. Understanding the
Marketplace and Customer Needs
Customer Needs, Wants, and Demands
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1. Understanding the
Marketplace and Customer Needs
Market Offerings Products,
Services, and Experiences
Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want.
Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs.
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1. Understanding the
Marketplace and Customer Needs
Customer Value and Satisfaction
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1. Understanding the
Marketplace and Customer Needs
Markets
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A brands value
proposition is
the set of
benefits or
values it
promises to
deliver to
customers to
satisfy their
Twitter, Inc.
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Production concept:
Consumers will favor products that are
available and highly affordable.
Management focuses on improving
production and distribution efficiency.
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1-12
Product concept:
Consumers favor products that offer the
most quality, performance, and features.
The focus is on continuous product
improvements.
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Education, Inc.
1-13
Selling concept:
Consumers will not buy enough of the firms
products unless the firm undertakes a largescale selling and promotion effort.
The aim often is to sell what the company makes
rather than making what the market wants.
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Marketing concept:
Know the needs and wants of the target
markets and deliver the desired
satisfactions better than competitors.
The job is not to find the right customers
for your product but to find the right
products for your customers.
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Societal marketing:
The companys marketing decisions
should consider consumers wants, the
companys requirements, consumers
long-run interests, and societys long-run
interests.
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Education, Inc.
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4. Building Customer
Relationships
Customer Relationship Management
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4. Building Customer
Relationships
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4. Building Customer
Relationships
Customer Relationship
Management
Customer Relationship Levels and Tools
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4. Building Customer
Relationships
Engaging Customers
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4. Building Customer
Relationships
Engaging Customers
Hertz System,
Inc.
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4. Building Customer
Relationships
Engaging Customers
Consumer-Generated
Marketing
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4. Building Customer
Relationships
Partner Relationship
Management
Partner relationship management involves
working closely with partners in other
company departments and outside the
company to jointly bring greater value to
customers.
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129
FIGURE
1.5
Customer
Relations
hip
Groups
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Not-for-profit
marketing
growth
Rapid
globalization
Sustainable
marketing
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