Marketing: Creating and Capturing Customer Value
Marketing: Creating and Capturing Customer Value
Marketing: Creating and Capturing Customer Value
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Goals of Marketing
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P&G
Your work your play clothes . Yup they re the same clothes
http://www.adforum.com/creative-work/ad/player/66947
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http://current.effie.org/winners/showcase/2007/1675
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What Is Marketing?
Marketing is a process by which
companies create value for customers
and build strong customer
relationships to capture value from
customers in return
Chapter 1- slide 8
What Is Marketing?
The Marketing Process
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Market Offerings
Customer needs and wants are fulfilled
through market offerings.
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A waste
of money?
NOW,THATS
REAL VALUE!
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Markets
A Physical place where
buyers and sellers
gathered to buy and sell
goods .
These buyers share a
particular need or want
that can be satisfied
through exchange
relationships
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Market Segmentation
Dividing a market into
customer categories
Target Marketing
Selecting a category of customers
with similar wants and needs who
are likely to respond to the same
products
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Marketing Management
Orientations
Alternative concepts under which organizations design and
carry out their Marketing strategies
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PRODUCERS
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Designing a Customer-Driven
Marketing Strategy
Societal marketing concept is the idea that a company should
make good marketing decisions by considering consumers
wants, the companys requirements, consumers long-term
interests, and societys long- run interests
Designing a Customer-Driven
Marketing Strategy
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Marketing Concept:
Begin with customer
needs
Long run view
Proper Planning and
feedback
Adapt to the Environment
Develop 4 Ps in light of
customer needs
Customer Wants Focus
Have what you can get
rid of
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roduct
ricing
lace
(Distribution)
romotion
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III-Preparing an Integrated
Marketing Plan and Program
Integrated Marketing : when all companys departments
work together to serve the customers interest, the result
is integrated marketing e.g HP Xerox factory
managers in cleanness , Xerox accountant about billing
accuracy and promptness
To foster team work among all departments the
company carries out
External marketing people outside the company
Internal marketing is the task of hiring , training , and
motivating able employees who want to serve customers well
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