Tangible

Market offering
Intangible

focusing only on existing wants

Marketing myopia
losing sight of underlying consumer needs
Process - order step

Build relationship Definition customer

Markets
Value >> customer
target market = target customer
Capture value Understand the marketplace and
customer needs Needs gap

Personality
Understand the marketplace and customer
needs Customer Needs, Wants, and Demands Wants
Culture
Designing a customer-driven marketing
strategy Demands $$$
Create value for customers
Construct an integrated marketing program 2 partners
that delivers superior value Marketing process Exchange
desired objects
Engage customers, build profitable
relationships, and create customer delight

Capturing value from customers to Detect and thoroughly understand customer

Capture value from customers needs and desires
create profits and customer equility

Detect and explain the causes of changes

Economic crisis What a marketing manager do Elicit customer needs

Cut back on shopping The unstable economic environment Discover opportunities and challenges from the
marketing environment
Consume wisely
Designing a customer-driven Devise marketing strategies and measures
websites
marketing strategy
Production concept
mobile apps
Using digital marketing tools
The digital age Product concept
to engage consumers
social media
Marketing Management Orientations Selling concept
ads
Marketing concept
The geographical and cultural gap is narrowed.
Societal concept
Wider market coverage
Rapid globalization
The changing MARKETING
Many buying and selling opportunities marketing lanscape OVERVIEW builds customer relationships by transforming
The marketing program
the marketing strategy into action
Increasing foreign competition
Product Solution
take more responsibility for the social and Marketers are
environmental impact of their actions. called upon
Construct an integrated marketing Promotion Information
Sustainable marketing – Social responsibility
socially way program that delivers superior value 4Ps
Today’s customers Price Value
deliver value
expect companies
environmentally responsible way
Place Access
the nationan's nonprofit face stiff competition Marketing mix
for support and membership Customer solution (Product)
Many nonprofits realize the
The growth of nonprofit marketing
importance of marketing
attract membership, funds, support. suitable marketing Customer cost (Price)
4Cs
Convenience (Placement)

breathing Communication (Promotion)

food Physiological need

clothing the overall process

Basic needs
health Customer Relationship profitable customer
building and maintaining
Management (CRM) relationships
Engage customers, build profitable
property Safety and security needs
relationships, and create customer by delivering value and satisfaction
family and social ability delight
Customer satisfaction Subtopic 1
family

friendship Love and belonging Creating Customer Loyalty and Retention

intimacy The value of the entire stream of purchases a

Psychological needs Maslow's hierarchy of needs customer makes over a lifetime of patronage.
confident Capturing value from customers Customer lifetime value (CLV)
CLV = past value + future value
achievement Self-esteem
The total combined customer lifetime values of
Building customer equity
respect of others all of the company’s customers.

creativity

morality
Self-actualization Self-actualized needs
acceptance

inner potential