Marketing_Management_kotler01_basic

Marketing_Management_kotler01_basic - Marketing:Managing...

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Marketing: Managing  Profitable Customer  Relationships Chapter 1
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  1 - 2 Learning Goals 1. Define marketing and the marketing process. 2. Explain the importance of understanding  customers and identify the five core  marketplace concepts  3. Identify the elements of a customer-driven  marketing strategy and discuss the marketing  management orientations. 4. Discuss customer relationship management  and creating value for and capturing value from  customers 5. Describe the major trends and forces changing  the marketing landscape
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  1 - 3 Creating Value Create compelling blend  of live racing events,  media coverage and Web  sites. Go out of its way to show  the customer a good  time. Create wholesome  family- oriented  environment NASCAR – What is its secret? Case Study Capturing Value   Fans spends nearly $700 a  year on NASCAR  merchandise Second highest regular  season sport on TV NASCAR attracts over 250  big-name sponsors    
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  1 - 4 What is Marketing? Marketing Defined:  “Marketing is a social and  managerial process by which  individuals and groups obtain what  they need and want through  creating and exchanging value with  others” Marketing is about managing profitable  customer relationships Attracting new customers Retaining and growing current  customers Goal 1:  Define marketing and the marketing process.
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  1 - 5 The Marketing Process A Five-Step Process 1. Understand the marketplace and  customer needs and wants 2. Design a customer-driven marketing  strategy 3. Construct a marketing program that  delivers superior value 4. Build profitable relationships and create  customer delight 5. Capture value from customers to create  profits and customer quality Goal 1:  Define marketing and the marketing process.
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  1 - 6 Understanding the  Marketplace Needs, wants, and  demands Marketing offers:  including products,  services and  experiences Value and satisfaction  Exchange, transactions  and relationships  Markets Need State of felt deprivation Example:  Need food Wants The form of needs as  shaped by culture and the  individual Example:  Want a Big Mac Demands Wants which are backed  by buying power Core Concepts Goal 2:   Identify the five core marketplace concepts.
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  1 - 7 Understanding the 
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This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

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Marketing_Management_kotler01_basic - Marketing:Managing...

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