Global Edition
Chapter 1
Marketing:
Creating and Capturing Customer Value
Copyright
2012
Pearson
Copyright©
©2014
by Pearson
EducationEducation, Inc.
Publishing as Prentice Hall
1- 1
Creating and Capturing Customer
Value
Topic Outline
•
•
•
•
•
•
•
What Is Marketing?
Understanding the Marketplace and Customer Needs
Designing a Customer-Driven Marketing Strategy
Preparing an Integrated Marketing Plan and Program
Building Customer Relationships
Capturing Value from Customers
The Changing Marketing Landscape
Copyright ©2014 by Pearson Education
What Is Marketing?
Marketing is
a process by which companies create value
for customers
and build strong customer relationships
to capture value from customers in return.
Copyright ©2014 by Pearson Education
Marketing Process
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
Copyright ©2014 by Pearson Education
Understanding the Marketplace
and Customer Needs
• 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
Copyright ©2014 by Pearson Education
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations
Copyright ©2014 by Pearson Education
Understanding the Marketplace
and Customer Needs
Exchange
the act of obtaining a desired object from
someone by offering something in return
Marketing actions try to create, maintain,
grow exchange relationships.
Copyright ©2014 by Pearson Education
Understanding the Marketplace
and Customer Needs
Markets are the set of actual and
potential buyers of a product
Copyright ©2014 by Pearson Education
Designing a Customer-Driven
Marketing Strategy
Marketing management is the art and
science of choosing target markets and...