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Mkt Asia: 1. Creating customer relationships and value through marketing -…
Mkt Asia: 1. Creating customer relationships and value through marketing
What is marketing?
Marketing and your career
Marketing: Delivering benefits to the organisation, stakeholders and society
The diverse factors influencing marketing actions
Requirements for marketing to occur
2 or more parties with unsatisfied needs
Desire and ability to satisfy these needs
A way for the parties to communicate
Something to exchange
Discovering customer needs
challenge of meeting customer needs with new products
customer needs and wants
what a market is?
Satisfying customer needs
4Ps (controllable marketing mix factors)
Uncontrollable environmental factors
The marketing program: how customer relationships are built
relationship marketing: easy to understand, hard to do
marketing program and market segments
How marketing became so important
Evolution of the market orientation
Sales era
Marketing concept era
Production era
Customer relationship era
Ethics and social responsibility: balancing the interests of different groups
Ethics
Social responsibility
Breadth and depth of marketing
Who buys and uses what is marketed?
Who benefits?
What is marketed?
How do customers benefit?
Who markets?