Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 16 views

    Marketing Week 2

    Uploaded by

    Zhibek Dzhoodatbekova
    Marketing involves creating value for and building relationships with customers to exchange value. The marketing process includes understanding customer needs and the marketplace, designing a strategy to satisfy customers, and implementing plans using the marketing mix. An effective strategy focuses on the customer, chooses appropriate target segments, and selects a value proposition to satisfy them better than competitors. It also considers societal impacts. The marketing mix of product, price, place, and promotion integrates tactics to deliver value as planned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing Week 2

    Uploaded by

    Zhibek Dzhoodatbekova
    16 views23 pages
    Marketing involves creating value for and building relationships with customers to exchange value. The marketing process includes understanding customer needs and the marketplace, designing a strategy to satisfy customers, and implementing plans using the marketing mix. An effective strategy focuses on the customer, chooses appropriate target segments, and selects a value proposition to satisfy them better than competitors. It also considers societal impacts. The marketing mix of product, price, place, and promotion integrates tactics to deliver value as planned.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Marketing involves creating value for and building relationships with customers to exchange value. The marketing process includes understanding customer needs and the marketplace, designing a strategy to satisfy customers, and implementing plans using the marketing mix. An effective strategy focuses on the customer, chooses appropriate target segments, and selects a value proposition to satisfy them better than competitors. It also considers societal impacts. The marketing mix of product, price, place, and promotion integrates tactics to deliver value as planned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    16 views23 pages

    Marketing Week 2

    Uploaded by

    Zhibek Dzhoodatbekova
    Marketing involves creating value for and building relationships with customers to exchange value. The marketing process includes understanding customer needs and the marketplace, designing a strategy to satisfy customers, and implementing plans using the marketing mix. An effective strategy focuses on the customer, chooses appropriate target segments, and selects a value proposition to satisfy them better than competitors. It also considers societal impacts. The marketing mix of product, price, place, and promotion integrates tactics to deliver value as planned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    What Is Marketing?

    Marketing Defined

    Marketing is a process by which companies create


    value for customers and build strong customer
    relationships in order to capture value from
    customers in return.

    1-1
    What Is Marketing?
    The Marketing Process

    1-2
    Marketing: Creating Customer Value and Engagement
    Learning Objective 1
    • Define marketing and outline the steps in the marketing
    process.
    What Is Marketing?
    - creating value for customers
    - capturing value from customers
    The twofold goal of marketing is to:
    • attract grow current customers by delivering satisfaction
    • new customers by promising superior value
    1-3
    Marketing: Creating Customer Value and Engagement
    Learning Objective 2

    • Explain the importance of understanding the marketplace and


    customers and identify the five core marketplace concepts.

    Understanding the Marketplace and Customer Needs

    1-4
    Understanding the Marketplace and Customer Needs
    Customer Needs, Wants, and Demands

    Needs • States of deprivation

    Wants • Form that needs take

    Demands • Wants backed by buying power

    1-5
    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.
    1-6
    Understanding the Marketplace and Customer Needs
    Customer Value and Satisfaction

    Customers
    • Value and
    satisfaction

    Marketers
    • Set the right
    level of
    expectations
    1-13
    Understanding the Marketplace and Customer Needs
    Exchanges and Relationships

    Exchange is the act of obtaining a desired object from someone


    by offering something in return.

    Marketing actions try to create, maintain, and grow desirable


    exchange relationships.

    1-
    Understanding the Marketplace and Customer Needs
    Markets
    Marketing: Creating Customer Value and Engagement
    Learning Objective 2

    Explain the importance of understanding the marketplace and


    customers and identify the five core marketplace concepts.

    • Customer Needs, Wants, and Demands


    • Market Offerings – Products, Services, and Experiences
    • Customer Value and Satisfaction
    • Exchanges and Relationships
    • Markets
    1-10
    Marketing: Creating Customer Value and Engagement
    Learning Objective 3

    • Identify the key elements of a customer-driven marketing


    strategy and discuss the marketing management orientations
    that guide marketing strategy.

    Designing a Customer Value-Driven Marketing Strategy


    Preparing an Integrated Marketing Plan and Program

    1-11
    Designing a Customer Value-Driven Marketing Strategy
    Selecting Customers to Serve

    Marketing management is the art and science of choosing


    target markets and building profitable relationships with them.

    • What customers will we serve?


    • How can we best serve these customers?

    1-18
    Designing a Customer Value-Driven Marketing Strategy
    Selecting Customers to Serve

    Market segmentation refers to dividing the markets into


    segments of customers.

    Target marketing refers to which segments to go after.

    1-19
    Designing a Customer Value-Driven Marketing Strategy
    Choosing a Value Proposition

    A brand’s value
    proposition is the
    set of benefits or
    values it promises
    to deliver to
    customers to
    satisfy their needs.

    1-14
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Societal
    Production Product Selling Marketing
    Marketing
    concept concept concept concept
    concept

    1-15
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Production concept:
    Consumers will favor products that are available and highly
    affordable.

    Focus on production process

    1-16
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Product concept:
    Consumers favor products that offer the most quality, performance, and
    features.

    The focus is on continuous product improvements.

    Beware of myopia

    1-17
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Selling concept:
    Consumers will not buy enough of the firm’s products unless the
    firm undertakes a large-scale selling and promotion effort.

    1-18
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Marketing concept:
    Know the needs and wants of the target markets and deliver the
    desired satisfactions better than competitors.

    1-19
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    Societal marketing:
    The company’s marketing decisions should consider consumers’
    wants, the company’s requirements, consumers’ long-run
    interests, and society’s long-run interests.

    1-20
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    1-21
    Designing a Customer Value-Driven Marketing Strategy
    Marketing Management Orientations

    1-22
    Preparing an Integrated Marketing Plan and Program

    The marketing mix is the set of tools (four Ps) the firm uses to
    implement its marketing strategy. This set includes product,
    price, promotion, and place.

    An integrated marketing program is a comprehensive plan that


    communicates and delivers the intended value to chosen
    customers.

    1-23

    You might also like