Professional Documents
Culture Documents
Chapter 1
Chapter 1
Chapter 1
Marketing: Creating and Capturing
Customer Value
PEARSON
Objective Outline
What Is Marketing
1 Define marketing and outline the steps in the
marketing process.
Simplest
definition
Wants
• Form that needs take as they are shaped by culture and
individual personality
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
Demands
• Human wants backed by buying power。
Market Offerings-Products, Wants,
and Demands
Market offerings are some combination of
products, services, information, or experiences
offered to a market to satisfy a need or a want.
Marketers
• Set the right level of expectations
• Not too high or low
Exchanges and Relationships
Exchange
• the act of obtaining a desired object from someone by
offering something in return
Relationship
• Marketing actions try to create, maintain, grow
exchange relationships.
Markets
Markets are the set of actual and potential buyers of a
product.
• Each party in the system adds value. Walmart cannot fulfill
its promise of low prices unless its suppliers provide low
costs. Ford cannot deliver a high-quality car-ownership
experience unless its dealers provide outstanding service.
• Arrows represent relationships that must be developed and
managed to create customers value and profitable customer
relationships.
Designing a Customer-Driven
Marketing Strategy
We define marketing management is the art and
science of choosing target markets and building
profitable relationships with them.
What
Twocustomers
important questions:
will we serve
(what’s our target market)? Ch2
Marketing Societal
Production Product Selling
concept Marketing
concept concept concept
concept
Marketing Management
Orientations
The The The
The The
Product Marketi Societal
Product Selling Marketing
ion ng
Concept Concept Concept
Concept Concept
Class Activity
The Changing Marketing Landscape
The Changing
Marketing The Digital Age
Landscape
Sustainable Marketing
─ The Call for More
Social Responsibility
The Changing Economic Environment
The Great Recession caused many consumers to rethink
their spending priorities and cut back on their buying.
In adjusting to the new economy, companies and slash
prices in an effort to coax more frugal customers into
opening their wallets.
The challenge is to balance the brand’s value proposition
with the current times while also enhancing its long-term
equity.
The Digital Age
The digital age has provided marketers with exciting new
ways to learn about and track customers and create
products and services tailored to individual customer
needs.
Online marketing is now the fastest-growing form of
marketing.
The Growth of Not-for-profit Marketing
In recent years, marketing has also become a major part
of the strategies of many not-for-profit organizations,
such as colleges, hospitals, museums, zoos, symphony
orchestras, and even churches.
Government agencies have also shown an increased
interest in marketing.
Rapid Globalization
Today, almost every company, large or small, is touched
in some way by global competition.
Managers in countries around the world are increasingly
taking a global, not just local, view of the company’s
industry, competitors, and opportunities.
Sustainable Marketing ─ The Call for
More Social Responsibility
As the worldwide consumerism and environmentalism
movements mature, today’s marketers are being called on
to develop sustainable marketing practices.
Corporate ethics and social responsibility have become
hot topics for almost every business.
So, What Is Marketing? Pulling It All
Together
The End