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Marketing Chapter 1 (The marketing process (Create value for customers…
Marketing Chapter 1
The marketing process
Create value for customers
Design a customer-driven marketing strategy
marketing management orientations
Production concept
Highly affordable
available
Product concept
performance
innovative feature
quality
Selling concept
Selling and promotion effort
Marketing concept
Societal marketing concept
Construct an integrated marketing program that delivers superior value
4 Ps
Price
Place
Product
Promotion
Build profitable relationships and create customer delight
Customer Relations Management- Managing customer value and satisfaction
Customer value
Customer satisfaction
Engaging Customers
Customer-engagement marketing
Brand experiences
Brand community
Brand Conversations
Consumer-generated marketing
Partner relationship management
Understand the marketplace and customer needs and wants
Customer
Wants
Demands
Needs
Market offerings
Products
Services- intangible activities or benefits
Experiences- feelings about services
Information
Capture value from customers in return
Capture value form customers to create profits and customer equity