Chapter 1
Marketing:
Creating and Capturing Customer Value
Copyright
2012
Pearson
Inc.
Copyright©
©2014
by Pearson
Education,Education,
Inc. All rights reserved
Publishing as Prentice Hall
1- 1
Creating and Capturing Customer
Value
Topic Outline
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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, Inc. All rights reserved
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, Inc. All rights reserved
Marketing Process
• Wants backed by buying power
Copyright ©2014 by Pearson Education, Inc. All rights reserved
Demands
Needs
• States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
Wants
• Form that needs take as they are shaped by culture
and individual personality
Customer Needs, Wants, and Demands
Understanding the Marketplace
and Customer Needs
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, Inc. All rights reserved
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low
Copyright ©2014 by Pearson Education, Inc. All rights reserved...