Chapter 1-Marketing Creating and Capturing Customer Value

What Is Marketing?
1. Marketing: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
2. Create value for customers and build customer relationships
  1. Engage customers, build proﬁtable relationships, and create customer delight
  2. Construct an integrated marketing program that delivers superior value
  3. Design a customer value–driven marketing strategy
  4. Understanding the Marketplace and Customer Needs
Understanding the Marketplace and Customer Needs
1. Needs
2. Wants
3. Demands
4. Customer Value and Satisfaction
5. Market Offerings
  1. Products
  2. Services
  3. Experiences
6. Customer Value and Satisfaction
Designing a Customer Value–Driven Marketing Strategy and Plan
1. Preparing an Integrated Marketing Plan and Program
  1. 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
1. Engaging Customers and Managing Customer Relationships
The Changing Marketing Landscape
1. Online
2. Mobile
3. Social Media

Resource summary

	Created by Greta Morrill over 7 years ago

	Copied by P X almost 3 years ago