Week 1-Ch1 Ppt Kotler Pom 5e

5/13/2018 Week 1-Ch1 Ppt Kotler Pom 5e - slidepdf.com

http://slidepdf.com/reader/full/week-1-ch1-ppt-kotler-pom-5e 1/25

Chapter 1

Marketing:Creating andCapturing

Customer Value



Copyright ©2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) ± 9781442531109/Kotler/POM/5e2

Marketing: Creating and capturing customer value

Learning objectives

Objective 1 Define marketing and outline the steps in the marketingprocess

Objective 2 Explain the importance of understanding customers andthe marketplace, and identify the five core marketplaceconcepts

Objective 3 Identify the key elements of a customer-drivenmarketing strategy and discuss the marketing

management orientations that guide marketing strategy




Marketing: Creating and capturing customer value

Learning objectives

Objective 4 Discuss customer relationship management and identifystrategies for creating value for customers and capturingvalue from customers in return

Objective 5 Describe the main trends and forces that are changingthe marketing landscape in this age of relationships




What is marketing?




The marketing process




Understanding the marketplace and customer needs

Marketing is all about creating value for customers. So theorganisation must fully understand consumers and the

marketplace in which it operates




Customer needs, wants and demands

Needs

Wants

Demands

a)

c)

b)




Discussion question

What is the difference between

needs, wants and demands?Give specific examples




Market offerings: Goods, services and experiences

Customer needs and wants are fulfilled through market offerings

© Monkey Business Images | Dreamstime.com




Customer value and satisfaction




Exchanges, transactions and relationships

Exchange is the actof obtaining a desired

object from someoneby offering somethingin return

© Commonwealth of Australia, reproduced by permission




Markets




Designing a customer-driven marketing strategy

Marketing management is the art and science of choosing target markets and building profitablerelationships with them




Designing a customer-driven marketing strategy

Selectingcustomers to

serve

Choosing avalue

proposition

Marketingmanagementorientations

©AAMI Insurance Australia




Discussion question

Why is it important to a

marketer to decide whichcustomers they will serve?




Marketing management orientations




Preparing an integrated marketing plan and

program




Building customer relationships

Customer relationship management is the overall process

of building and

maintaining

profitablecustomer

relationships

by delivering

superior

customer valueand satisfaction

© Edhar Yralaits | Dreamstime.com




Building customer relationships

Customerrelationship

management

Relationshipbuilding blocks:Customer value

and satisfaction

Partnerrelationship

management

The changingnature of customer

relationships




Discussion question

What companies do

you personally feelrelate to you deeplyand interactively?




Capturing value from customers

Creatingcustomer

loyalty andretention

Growing share of customer

Building the rightrelationship with

the rightcustomers

Buildingcustomer equity




Capturing value from customers

Creating

customerloyalty andretention

Growingshare of customer

Buildingcustomerequity

Building the

right relationshipwith the right

customers




Building the right relationship with the right

customers




T

he changing marketing landscape

The uncertain world economy

Measuring marketing¶s contribution to organisational performance

The growth of not-for-profit marketing

Not-for-profit marketing

The digital age

Rapid globalisation

Sustainable marketing: The call for more social responsibility




So, what is marketing? Pulling it all together

Week 1-Ch1 Ppt Kotler Pom 5e

Documents

customer value marketing

customer needs marketing

customer loyalty

superior customer value

marketing process

marketing landscape

marketing strategy objective

integrated marketing