Marketing Chapter1

Ch 1 -1
Copyright 2011 Pearson Education
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed

Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER ONE
Marketing: Creating and
Capturing Customer Value
Khaled
Ch 1 -2
Creating and Capturing Customer Value

Topic Outline
1.1 What Is Marketing?

1.2 Understand the Marketplace and Customer Needs
1.3 Designing a Customer-Driven Marketing Strategy
1.4 Preparing an Integrated Marketing Plan and Program
1.5 Building Customer Relationships
1.6 Capturing Value from Customers
1.7 The Changing Marketing Landscape
1.8 So, What is Marketing? Pulling It All Together
Ch 1 -3
What Is Marketing?
Marketing Defined
Marketing is a process by which companies create value

for customers and build strong customer relationships to
capture value from customers in return.
Ch 1 -4
What Is Marketing?
The Marketing Process
Ch 1 -5
Understanding the Marketplace and Customer

Needs
Customer Needs, Wants, and Demands
Ch 1 -6

Needs
Market Offerings: Products, Services and Experiences
Market offerings are some combination of products,

services, information, or experiences offered to a market to
satisfy its needs or wants.
Marketing myopia is focusing only on existing wants and
losing sight of underlying consumer needs.
Ch 1 -7

Needs
Customer Value and Satisfaction
Ch 1 -8

Needs
Exchanges and relationships
Exchange is the act of obtaining a desired object from
someone by offering something in return.
Marketers aim at building strong relationships by consistently
delivering superior customer value.
Ch 1 -9

Needs
A market is the set of actual and potential buyers of a

product.
Ch 1 10
Designing a Customer-Driven Marketing

Strategy
Marketing Management
Marketing management is the art and science of choosing

target markets and building profitable relationships with them.
What customers will we serve?
How can we best serve these customers?
Ch 1 -11

Strategy
Selecting Customers to Serve
Market segmentation refers to dividing the markets into

segments of customers.
Target marketing refers to which segments to go after.
Demarketing is marketing to reduce demand temporarily or
permanently; the aim is not to destroy demand but to reduce
or shift it.
Ch 1 -12

Strategy
Choosing a Value Proposition
The value proposition is the set of benefits or values a

company promises to deliver to customers to satisfy their
needs.
Ch 1 -13

Strategy
Marketing Management Orientations
Ch 1 -14

Strategy
Production concept is the idea that consumers will favor

products that are available and highly affordable.
Ch 1 -15

Strategy
Product concept is the idea that consumers will favor

products that offer the most quality, performance, and
features. An organization should therefore devote its energy to
making continuous product improvements.
Ch 1 -16

Strategy
Selling concept is the idea that consumers will not buy

enough of the firms products unless it undertakes a large
scale selling and promotion effort.
Ch 1 -17

Strategy
Marketing concept is the idea that achieving

organizational goals depends on knowing the needs and
wants of the target markets and delivering the desired
satisfactions better than competitors do.
Ch 1 -18

Strategy
The Selling and Marketing Concepts Contrasted
Ch 1 -19

Strategy
The societal marketing concept is the idea that a

companys marketing decisions should consider consumers
wants, the companys requirements, consumers long-term
interests, and societys long-term interests.
Ch 1 -20

Strategy
Ch 1 -21
Preparing an Integrated Marketing Plan and

Program
The marketing mix is the set of tools (four Ps) the firm uses
to implement its marketing strategy. It includes product, price,
promotion, and place.
Integrated marketing program is a comprehensive plan
that communicates and delivers the intended value to chosen
customers.
Ch 1 -22
Building Customer Relationships
Customer relationship management (CRM): The overall

process of building and maintaining profitable customer
relationships by delivering superior customer value and
satisfaction.
Ch 1 -23

Relationship Building Blocks: Customer Value and
Satisfaction
Ch 1 -24

Customer Relationship Levels and Tools
Ch 1 -25

The Changing Nature of Customer Relationships
Relating with more carefully selected customers uses

selective relationship management to target fewer, more
profitable customers.
Relating more deeply and interactively by incorporating more

interactive, two way relationships through blogs, websites,
online communities and social networks.
Ch 1 -26

Partner Relationship Management
Partner relationship management involves working

closely with partners in other company departments and
outside the company to jointly bring greater value to
customers.
Ch 1 -27

Partners inside the company refer to every function area

interacting with customers:
electronically
cross-functional teams
Partners outside the company refer to how marketers

connect with their suppliers, channel partners, and competitors
by developing partnerships.
Ch 1 -28

Supply chain is a channel that stretches from raw materials

to components to final products to final buyers:
Supply management
Strategic partners
Strategic alliances
Ch 1 -29
Capturing Value from Customers

Creating Customer Loyalty and Retention
Customer lifetime value is the value of the entire stream

of purchases that the customer would make over a lifetime
of patronage.
Ch 1 -30

Growing Share of Customer
Share of Customer is the portion of the customers

purchasing that a company gets in its product categories.
Ch 1 -31

Building Customer Equity
Customer equity is the total combined customer lifetime

values of all of the companys customers.
Ch 1 -32

Building Customer Equity
Building the right relationships with the right customers

involves treating customers as assets that need to be
managed and maximized.
Different types of customers require different relationship

management strategies.
Ch 1 -33
The Changing Marketing Landscape

Major Developments
Ch 1 -34
So, What Is Marketing? Pulling It All Together
Ch 1 -35

Marketing Chapter1

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Ch 1 -1

Copyright 2011 Pearson Education

Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed

Copyright 2011 Pearson Education

Creating and Capturing Customer Value

1.1 What Is Marketing?

Copyright 2011 Pearson Education

Marketing is a process by which companies create value

Copyright 2011 Pearson Education

Copyright 2011 Pearson Education

Understanding the Marketplace and Customer

Copyright 2011 Pearson Education

Understanding the Marketplace and Customer

Market offerings are some combination of products,

Copyright 2011 Pearson Education

Understanding the Marketplace and Customer

Copyright 2011 Pearson Education

Understanding the Marketplace and Customer

Copyright 2011 Pearson Education

Understanding the Marketplace and Customer

A market is the set of actual and potential buyers of a

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Marketing management is the art and science of choosing

What customers will we serve?

How can we best serve these customers?

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Market segmentation refers to dividing the markets into

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

The value proposition is the set of benefits or values a

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Production concept is the idea that consumers will favor

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Product concept is the idea that consumers will favor

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Selling concept is the idea that consumers will not buy

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Marketing concept is the idea that achieving

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

The societal marketing concept is the idea that a

Copyright 2011 Pearson Education

Designing a Customer-Driven Marketing

Copyright 2011 Pearson Education

Preparing an Integrated Marketing Plan and

Copyright 2011 Pearson Education

Building Customer Relationships

Customer relationship management (CRM): The overall

Copyright 2011 Pearson Education

Building Customer Relationships

Copyright 2011 Pearson Education

Building Customer Relationships

Copyright 2011 Pearson Education

Building Customer Relationships