Marketing I.

(GTI21AN101EN)

Lecture 1: The Marketing Process

1. The Marketing Process

(9)

Construct an (3)
Engage
Understand the Design a marketing Capture (6) from
customers, build
marketplace and customer value- program that customers to
profitable (4),
customer (1) driven (2) delivers superior create (7) and (8)
and create (5)
value

(1) (4) (7)

(2) (5) (8)

(3) (6) (9)

2. Marketing Management Orientations 1.

(1) (4)
(2) (5)

(3)

3. Marketing Management Orientations 2.

Starting point Focus Means Ends

The selling
concept

The marketing
concept