Chapter 1-Marketing Creating and
Capturing Customer Value
What Is Marketing?
Marketing: The process by which
companies create value for customers
and build strong customer relationships
in order to capture value from customers
in return.
Create value for customers and
build customer relationships
Engage customers, build profitable
relationships, and create customer
delight
Construct an integrated marketing
program that delivers superior value
Design a customer value–driven
marketing strategy
Understanding the Marketplace
and Customer Needs
Understanding
the Marketplace
and Customer
Needs
Needs
Wants
Demands
Customer Value and Satisfaction
Market Offerings
Products
Services
Experiences
Customer Value and
Satisfaction
Designing a Customer Value–Driven
Marketing Strategy and Plan
Preparing an Integrated
Marketing Plan and
Program
product concept The idea that
consumers will favor products that
offer the most quality, performance,
and features; therefore, the
organization should devote its
energy to making continuous
product improvements.
Managing Customer
Relationships and
Capturing Customer Value
Engaging Customers and
Managing Customer Relationships