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Topic 1 - Creating and Capturing Customer Value (Step 1: Understand…
Topic 1 - Creating and Capturing Customer Value
Step 1: Understand marketplace
Needs, wants and demand
Markets/buyers
Marketing offerings
Relationships
Customer value, satisfaction and quality
Step 2: Design a marketing strategy
Market segmentation
Marketing targetting
Marketing differentiation
Market postioning
Step 3: Marketing plan
7 P's
Product
Price
Promotion
Place
Physical evidence
Process
4 C's
Consumer
Cost
Convenience
Communication
Business orientations
Production orientation
Product orientation
Sales orientation
Marketing orientation
Societal orientation
Step 4: Customer relationships
CRM
Touch points
Integrated marketing mix
Step 5: Capturing value
Customer delight
Marketing metrics
Life-time value
Customer retention
Customer equity