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Chapter 1
Marketing:Creating and Capturing
Customer Value
PEARSON
Objective Outline
What Is Marketing
1 Define marketing and outline the steps in the
marketing process.
Simplest
definition
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 o tion
Prom
The Changing
Marketing The Digital Age
Landscape
Sustainable Marketing
─ The Call for More
Social Responsibility
The Changing Economic Environment
The Great Recession caused many consumers to rethink t
heir spending priorities and cut back on their buying.
In adjusting to the new economy, companies and slash pri
ces in an effort to coax more frugal customers into openin
g their wallets.
The challenge is to balance the brand’s value proposition
with the current times while also enhancing its long-term
equity.
The Digital Age
The digital age has provided marketers with exciting new
ways to learn about and track customers and create produ
cts and services tailored to individual customer needs.
Online marketing is now the fastest-growing form of mar
keting.
The Growth of Not-for-profit Marketing
In recent years, marketing has also become a major part o
f the strategies of many not-for-profit organizations, such
as colleges, hospitals, museums, zoos, symphony orchestr
as, and even churches.
Government agencies have also shown an increased inter
est in marketing.
Rapid Globalization
Today, almost every company, large or small, is touched i
n some way by global competition.
Managers in countries around the world are increasingly t
aking a global, not just local, view of the company’s indu
stry, competitors, and opportunities.
Sustainable Marketing ─ The Call for Mo
re Social Responsibility
As the worldwide consumerism and environmentalism m
ovements mature, today’s marketers are being called on t
o develop sustainable marketing practices.
Corporate ethics and social responsibility have become h
ot topics for almost every business.
So, What Is Marketing? Pulling It All Tog
ether
The End