Professional Documents
Culture Documents
Chapter 1 - Marketing-Creating - Capturing Customer Value
Chapter 1 - Marketing-Creating - Capturing Customer Value
Chapter 1 - Marketing-Creating - Capturing Customer Value
Marketing
Core Text:
Armstrong, G., Kotler, P & Opresnik MO,
2022, Marketing: An introduction, 14th
edn, Pearson, England.
1 MARKETING AN INTRODUCTION
Armstrong/Kotler
Goals of Marketing:
– Attract new customers by promising superior value
– Keep and grow current customers by delivering satisfaction
Needs
Wants
Demands
Copyright 2022 Pearson Education, Ltd 1- 7
(Armstrong, Kotler & Opresnik)
Copyright © 2022 Pearson Education, Inc. Publishing as Prentice Hall
Needs
Societal
Productio Product Selling Marketing
n concept concept concept concept marketing
concept
Deficient products
• Products that have neither immediate
appeal nor long-run benefits.
Pleasing products
• Products that give high immediate
satisfaction but may hurt consumers in the
long run.
Copyright 2022 Pearson Education, Ltd 14- 26
(Armstrong, Kotler & Opresnik)
Copyright © 2022 Pearson Education, Inc. Publishing as Prentice Hall
Societal Marketing
Salutary products
• Products that have low immediate appeal but
may benefit consumers in the long run.
Desirable products
• Products that give both high immediate
satisfaction and high long-run benefits.
Customer
Costs
14 - 36
Concerned with
• Damage to the ecosystem
• Loss of recreational areas
• Increase in health problems
14 - 37
Strategy
Partnering to Build Customer
Relationships
1- 39