Ch. 01 Creating & Delivering Value

Ch. 01 Creating & Delivering Value - Course/Text Focus...

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Course/Text Focus SEGMENT Customer Focus : making marketing value decisions through utilization of the marketing mix components (4 P’s) and marketing planning to create customer value or the market offering SEGMENT Customer Focus : understanding customer value needs through market segmentation, targeting, and positioning
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2 Course/Text Focus (cont”d) Structure the Marketing Mix (4 P’s) to Create, Communicate, and Deliver the Value Proposition to the Customer SEGMENT III [Ch.’s 8, 9, 10, & 11] Creating The Value Proposition : with the marketing mix components (4 P’s) of Product SEGMENT Communicating The Value Proposition : with the marketing mix components (4 P’s) of Promotion , i.e., advertising & personal selling
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3 Course/Text Focus (cont”d) Structure the Marketing Mix (4 P’s) to Create, Communicate, and Deliver the Value Proposition to the Customer SEGMENT Delivering The Value Proposition : with the marketing mix component (4 P’s) of Place , i.e., the concepts of distribution, supply chain management, & retailing
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SEGMENT I [ Customer Focus : Making marketing value decisions through utilization of the marketing mix components (4 P’s) and marketing planning to create customer value or the market offering
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Welcome to the World of Marketing Creating and Delivering Value Ch. 1
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6 Chapter Objectives 1. Understand who marketers are, where they work, and marketing’s role in the firm 2. Explain what marketing is and how it provides value to everyone involved in the marketing process 3. Understand the range of services and goods that are marketed 4. Understand value from the perspectives of customers, producers, and society 5. Explain the basics of marketing planning and the marketing mix tools used in the marketing process 6. Explain the evolution of the marketing concept
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7 What do Marketers Do? Marketers: Are real people who make choices that affect Work cross-functionally within the firm (integrating with other business functions such as management & accounting to achieve organizational objectives) Enjoy exciting, diverse careers , e.g., advertising, brand management, B2B, supply chain management, international marketing, systems analysis, marketing
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Ch. 01 Creating & Delivering Value - Course/Text Focus...

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