-creating & capturing customer values

7/25/2019 -Creating & Capturing Customer Values

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Creating

and CapturingCustomer Values

Reported by:

Capt. Sherwin c. rafael mm

Mba 503

Ust graduate school

CHAPTER 1 - MARKETING
http://imperialshipmanagement.com/


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What is Marketing?

Understand the Marketplace and Customer Needs

Designing a Customer-Driven Marketing Strategy

Preparing an Integrated Marketing Plan and Program

Building Customer Relationships

Capturing Value from Customers

The Changing Marketing Landscape

OBJECTIVES

By the end of this chapter,

you will be able to understand:


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A social and managerial process whereby

individuals and groups obtain what they

need and want creating and exchangingproducts and value with others.

It includes the coordination of four

elements.

WHAT IS MARKETING?


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THE MARKETING PROCESS

Understand the marketplace and customer needs

and wants

Design a customer-driven marketing strategy

Construct an integrated marketing program that

delivers superior value

Build profitable relationships and create customer

delight

Capture value from customers to create profits and

customer equity


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UNDERSTANDING THE MARKETPLACE AND

CUSTOMER NEEDS AND WANTS


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THE CORE MARKETING CONCEPTS

http://www.prenhall.com/marketing/armstrong/slides/sld003.htm


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NEEDS, WANTS & DEMAND

Principles of Marketing Ninth EditionKotler/Armstrong


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PRODUCT AND SERVICES


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THE 4 Ps

identification,

selection and

development

of a product

determination

of its price

development

and

implementation

of a

promotional

strategy

selection of a

distribution

channel to

reach the

customer s place


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THE 4 Ps PRODUCT

Demand Profitability

E

n

t

hu

s

i

as

m


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THE 4 Ps PRICE

Know your customer Know your cost

Know your revenue target Know your competition


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media

THE 4 Ps PROMOTION

billboards

Advertising

Word-of-mouth


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THE 4 Ps PLACE


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The Marketing Process

Snow White

needs

Board & Lodging

$


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Understand the

marketplace

and

customer needs

and

wants

FOOD!!!


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Design a customer-driven marketing strategy


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Construct an integrated marketing program

that delivers superior value



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Build profitable relationships and

create customer delight



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Capture value from customers to create

profits and customer equity


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MARKETING MANAGEMENT PRACTICE

The 3 Stages of Marketing Practice:

Entrepreneurial Marketing

Formulated Marketing Intrepreneurial Marketing


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MARKETING MANAGEMENT PHILOSOPHIES


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MARKETING- A social and managerial process

whereby individuals and groups obtain what

they need and want creating and exchanging

products and value with others.

NEEDSa state of self deprivation.

WANTThe form taken by a human need as

shape by culture and individual personality.

DEMANDSHuman wants are backed by the

buying power.

SUMMARY


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PRODUCTSAnything that can be offered to a

market for attention, acquisition, use or

consumption that might satisfy a want or need.

SERVICESAny activity or benefit that one party

can offer to another that is essentially intangible

and does not result in the ownership or

anything.

SUMMARY


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SUMMARY

The 4 Ps

1. Product

2. Price3. Promotion

4. Place


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SUMMARY


1. Understand the marketplace and customer needs and wants

2. Design a customer-driven marketing strategy

3. Construct an integrated marketing program that delivers

superior value

4. Build profitable relationships and create customer delight

5. Capture value from customers to create profits and

customer equity


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The 3 Stages of Marketing Practice: Entrepreneurial Marketing

Formulated Marketing

Intrepreneurial MarketingMarketing Management Philosophies

Production Concept

Product Concept Selling Concept

Marketing Concept

Societel Marketing Concept

SUMMARY


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THANK YOU

SO MUCH!!!

-creating & capturing customer values

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