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Armstrong Mai12 Inppt 01-213664
Armstrong Mai12 Inppt 01-213664
Armstrong Mai12 Inppt 01-213664
Learning Objectives
Define marketing and outline the steps
in the marketing process.
Explain the importance of
understanding the marketplace and
customers and identify the five core
marketplace concepts.
Identify the key elements of a
customer-driven marketing strategy
and discuss the marketing
management orientations that guide
marketing strategy.
Copyright 2015 Pearson Education Ltd.
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Learning Objectives
Discuss customer relationship
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Marketing
Marketing involves creating value for
customers and building strong
customer relationships in order to
capture value from customers in
return.
Goals:
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Forms of Marketing
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Understanding the
Marketplace
and Customer Needs
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Market Offerings
Combination of products, services,
information, or experiences
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Exchanges and
Relationships
Exchange is the act of obtaining a
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Markets
Set of all actual and potential buyers of
a product or service
Consumers market:
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Designing a Customer-Driven
Marketing Management
Marketing management: Choosing
target markets and building
profitable relationships with them
Basic factors to design a winning
marketing strategy:
Target market
Value proposition
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Designing a Customer-Driven
Marketing Strategy
Selecting customers to serve
Choosing a value proposition
Marketing management orientations
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Marketing Mix
Set of marketing tools the firm uses
Product
Price
Place
Promotion
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Customer Relationship
Management
Delivering superior customer value and
satisfaction to build and maintain
profitable customer relationships
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Customer Relationship
Levels
and Tools
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Customer-Engagement
Marketing
Customer-engagement marketing
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Consumer-Generated
Marketing
Brand exchanges created by
consumers
Occurs through:
Uninvited consumer-to-consumer
exchanges
Invitation of consumers by companies
Asking for new product and service ideas
Asking to play an active role in shaping ads
Copyright 2015 Pearson Education Ltd.
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Partner Relationship
Management
Working closely with partners both
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Share of Customer
Portion of the customers purchasing
that a company gets in its product
categories
Increased by:
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Customer Equity
Total combined customer lifetime
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Digital age
Changing economic environment
Growth of not-for-profit marketing
Rapid globalization
Call for more ethics and social
responsibility
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Changing Economic
Environment
The Great Recession from 2008 to
2009 undermined consumer
confidence.
Post-recession era
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Growth of Not-for-Profit
Marketing
Not-for-profits face stiff competition
for support and membership.
Sound marketing can help them
attract membership, funds, and
support.
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Learning Objectives
Define marketing and outline the steps
in the marketing process.
Explain the importance of
understanding the marketplace and
customers and identify the five core
marketplace concepts.
Identify the key elements of a
customer-driven marketing strategy
and discuss the marketing
management orientations that guide
marketing strategy.
Copyright 2015 Pearson Education Ltd.
1-36
Learning Objectives
Discuss customer relationship
1-37