Professional Documents
Culture Documents
Marketing: Managing Profitable Customer Relationships: A Global Perspective
Marketing: Managing Profitable Customer Relationships: A Global Perspective
Marketing: Managing Profitable Customer Relationships: A Global Perspective
Philip Kotler
Gary Armstrong
Swee Hoon Ang
1 Siew Meng Leong
Chin Tiong Tan
Oliver Yau Hon-Ming
Marketing: Managing PowerPoint slides adapted by
Profitable Customer
Peggy Su
Relationships
Learning Objectives
After studying this chapter, you should be able to:
1. Define marketing and outline the steps in the marketing
process
2. Explain the importance of understanding customers and the
marketplace, and identify the five core marketplace concepts
3. Identify the key elements of a customer-driven marketing
strategy and discuss the marketing management
orientations that guide marketing strategy
4. Discuss customer relationship management, and identify
strategies for creating value for customers and capturing
value from customers in return
5. Describe the major trends and forces that are changing the
marketing landscape in this age of relationships
Copyright © 2009 Pearson Education South Asia Pte Ltd 1-2
Chapter Concepts
1. What Is Marketing?
2. Understanding the Marketplace and Customer Needs
3. Designing a Customer-Driven Marketing Strategy
4. Preparing an Integrated Marketing Plan and Program
5. Building Customer Relationships
6. Capturing Value from Customers
7. The New Marketing Landscape
8. So, What Is Marketing? Pulling It All Together