12 - 21. Understand the marketplace and customer needs & wants2. Design a customer-driven marketingstrategy5. Capture value from customers to create profits and customer equity3. Construct a marketing program that delivers superior value4. Build profitable relationships and createcustomer satisf.Capture value fromcustomers in returnCreate value forcustomers and build customer relationshipsProduct (service) design: build strong brandsPricing: creating real valuePlace (Distribution): manage supply chainPromotion: communicate the value propositionResearch consumers and the marketplaceManage marketing information and customer dataSelect customers to serve: market segmentation and targetingDecide on a value proposition: differentiation and positioningWhere are we?Chapter 12
12 - 3The third P: PlacePlace, or distribution: •where to sell & how to get it thereJust like the other Ps, place (channel selection) is a way to implement your STP strategy
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12 - 4The third P: PlaceValue delivery network (supply chain):company & its partners•Upstream–suppliers of materials, expertise, info, $$•Downstream –marketing channel: marketing intermediaries are companies that promote, sell and/or distributegoods to final buyers•e.g. advertisers, distributors, retailers