kotler01_basic

kotler01_basic - Marketing: Managing Profitable Customer...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing: Managing  Profitable Customer  Relationships Chapter 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  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
Background image of page 2
  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    
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  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
Background image of page 4
  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
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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 
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 26

kotler01_basic - Marketing: Managing Profitable Customer...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online