Marketing Chapter1

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Ch 1 -1 Copyright © 2011 Pearson Education


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Principles of Marketing,Arab World Edition

Philip Kotler, Gary Armstrong, Anwar a!i!, Ahmed"ol!a

Presentation prepared by Annelie Moukaddem Baalbaki

CHAPTER ONEMarketing: Creating and

Capturing Custoer !alue

"#aled



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Creating and Capturing Custoer !alue

$%$ #hat $s %ar&eting'

$%& (nderstand the %ar&etplace and Customer )eeds

$%' *esigning a Customer-*ri+en %ar&eting trategy

$%( Preparing an $ntegrated %ar&eting Plan and Program

$%) uilding Customer .elationships

$%* Capturing /alue rom Customers

$%+ "he Changing %ar&eting andscape

$% o, #hat is %ar&eting' Pulling $t All "ogether

Topic Outline

Ch 1 - Copyright © 2011 Pearson Education


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W#at -s Marketing.

Marketing is a process !y which companies create +alueor customers and !uild strong customer relationships tocapture +alue rom customers in return3

Marketing /efined



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W#at -s Marketing.

T#e Marketing Process



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0nderstanding t#e Marketplace and CustoerNeeds

Custoer Needs, Wants, and /eands



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Market offerings are some com!ination o products,ser+ices, inormation, or e7periences oered to a mar&et tosatisy its needs or wants3

Marketing 1opia is ocusing only on e7isting wants andlosing sight o underlying consumer needs3

Market Offerings: Products, 2er3ices and E4periences



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Custoer !alue and 2atisfaction



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E4c#ange is the act o o!taining a desired o!:ect romsomeone !y oering something in return3

%ar&eters aim at !uilding strong relations#ips !y consistentlydeli+ering superior customer +alue3


E4c#anges and relations#ips

Ch 1 -; Copyright © 2011 Pearson Education


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A arket is the set o actual and potential !uyers o aproduct3

Ch 1 -10

Copyright © 2011 Pearson Education


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/esigning a Custoer5/ri3en Marketing2trateg1

Marketing anageent is the art and science o choosingtarget mar&ets and !uilding proita!le relationships with them3

< #hat customers will we ser+e'

< ow can we !est ser+e these customers'

Marketing Manageent



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Market segentation reers to di+iding the mar&ets intosegments o customers3

Target arketing reers to which segments to go ater3

/earketing is mar&eting to reduce demand temporarily or

permanently= the aim is not to destroy demand !ut to reduceor shit it3

2electing Custoers to 2er3e



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C#oosing a !alue Proposition

T#e 3alue proposition is the set o !eneits or +alues acompany promises to deli+er to customers to satisy their

needs3



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Marketing Manageent Orientations



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Production concept is the idea that consumers will a+or

products that are a+aila!le and highly aorda!le3




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Product concept is the idea that consumers will a+orproducts that oer the most >uality, perormance, and

eatures3 An organi?ation should thereore de+ote its energy toma&ing continuous product impro+ements3




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2elling concept is the idea that consumers will not !uyenough o the irm@s products unless it underta&es a large

scale selling and promotion eort3




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Marketing concept is the idea that achie+ingorgani?ational goals depends on &nowing the needs andwants o the target mar&ets and deli+ering the desiredsatisactions !etter than competitors do3



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T#e 2elling and Marketing Concepts Contrasted

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"he societal arketing concept is the idea that acompany@s mar&eting decisions should consider consumers@

wants, the company@s re>uirements, consumers@ long-terminterests, and society@s long-term interests3



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T#e arketing i4 is the set o tools our PsB the irm usesto implement its mar&eting strategy3 $t includes product, price,promotion, and place3

-ntegrated arketing progra is a comprehensi+e planthat communicates and deli+ers the intended +alue to chosencustomers3

Preparing an -ntegrated Marketing Plan andProgra



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6uilding Custoer Relations#ips

Custoer relations#ip anageent 7CRM8: "he o+erallprocess o !uilding and maintaining proita!le customer

relationships !y deli+ering superior customer +alue andsatisaction3



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Relations#ip 6uilding 6locks: Custoer !alue and2atisfaction



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Custoer Relations#ip 9e3els and Tools



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< .elating with more careully selected customers usesselecti+e relationship management to target ewer, moreproita!le customers3

< .elating more deeply and interacti+ely !y incorporating moreinteracti+e, two way relationships through !logs, we!sites,online communities and social networ&s3

T#e C#anging Nature of Custoer Relations#ips



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Partner relations#ip anageent in+ol+es wor&ingclosely with partners in other company departments andoutside the company to :ointly !ring greater +alue to

customers3


Partner Relations#ip Manageent



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Partners inside t#e copan1 reer to e+ery unction areainteracting with customers

< electronically

< cross-unctional teams

Partners outside t#e copan1 reer to how mar&etersconnect with their suppliers, channel partners, and competitors!y de+eloping partnerships3




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2uppl1 c#ain is a channel that stretches rom raw materialsto components to inal products to inal !uyers

• upply management

• trategic partners

• trategic alliances


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Capturing !alue fro Custoers

Custoer lifetie 3alue is the +alue o the entire streamo purchases that the customer would ma&e o+er a lietimeo patronage3

Creating Custoer 9o1alt1 and Retention



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2#are of Custoer is the portion o the customer@spurchasing that a company gets in its product categories3

ro;ing 2#are of Custoer



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Custoer e


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< uilding the right relationships with the right customersin+ol+es treating customers as assets that need to !emanaged and ma7imi?ed3

< *ierent types o customers re>uire dierent relationshipmanagement strategies3

6uilding Custoer E


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T#e C#anging Marketing 9andscape

Ma=or /e3elopents



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2o, W#at -s Marketing. Pulling -t All Toget#er

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Marketing Chapter1