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Chapter 1 - Coggle Diagram
Chapter 1
Designing a Customer-Driven Marketing Strategy
Marketing Management
Selecting Customers to Serve
Target marketing
Market segmentation
De-marketing
Choosing a Value Proposition
Marketing Management Orientations
Product concept
Selling concept
Production concept
Societal concept
Marketing concept
The New Marketing Landscape
Major Developments: Digital age+Globalization+Ethics and social responsibility
Rapid Globalization:The world is smaller+ Think globally, act locally.
The New Digital Age:Information+Entertainment+Communication
The Growth for Not-for-Profit Marketing
Understanding the Marketplace and Customer Needs
Market Offerings—Products, Services, and Experiences
Marketing myopia
Exchange:Customers+Marketers
Customer Value and Satisfaction
Exchanges and Relationships: Exchange + Relationship+ Expectations
Customer Needs, Wants, and Demands
Need+Want+Demand
Capturing Value from Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity
Preparing an Integrated Marketing Plan and Program
Marketing Mix; Product+Price+Promotion+Place
Integrated Marketing Program
Building Customer Relationships
Customer Relationship Management (CRM); Customer perceived value +Customer satisfaction
The Changing Nature of Customer Relationships:Supply management+Strategic partners+Strategic alliances
What Is Marketing?:Marketing = Create value + Build relationship + Capture value
The Marketing Process
Construct a marketing plan that delivers superior value
Build profitable relationships and create customer satisfaction
Design a customer-driven marketing strategy
Understand the marketplace and customer wants and needs