11/4/2018
Principles of Marketing Marketing: Creating Customer Value and Engagement
Kotler and Armstrong
Amazon.com’s deep-down
Chapter 1: passion for creating customer
engagement, value, and
relationships has made it the
Insert Marketing world’s leading online retailer.
Textbook Amazon has become the model
Cover for companies that are
Creating Customer Value obsessively and successfully
Image
focused on delivering customer
and Engagement value.
Copyright © 2016 Pearson Education, Inc. 1-1 Copyright © 2016 Pearson Education, Inc. 1-2
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objectives Learning Objectives
• Objective 1: Define marketing and outline the steps in the
marketing process. • Objective 3: Identify the key elements of a customer-driven
marketing strategy and discuss the marketing management
• Objective 2: Explain the importance of understanding the orientations that guide marketing strategy.
marketplace and customers and identify the five core
marketplace concepts.
Copyright © 2016 Pearson Education, Inc. 1-3 Copyright © 2016 Pearson Education, Inc. 1-4
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objectives Learning Objective 1
• Objective 4: Discuss customer relationship management and
• Define marketing and outline the steps in the marketing
identify strategies for creating value for customers and
process.
capturing value from customers in return.
What Is Marketing?
• Objective 5: Describe the major trends and forces that are
changing the marketing landscape in this age of relationships.
Copyright © 2016 Pearson Education, Inc. 1-5 Copyright © 2016 Pearson Education, Inc. 1-6
1
, 11/4/2018
What Is Marketing? What Is Marketing?
Marketing Defined The Marketing Process
Marketing is a process by which companies create
value for customers and build strong customer
relationships in order to capture value from
customers in return.
Copyright © 2016 Pearson Education, Inc. 1-7 Copyright © 2016 Pearson Education, Inc. 1-8
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objective 1 Learning Objective 2
• Explain the importance of understanding the marketplace and
• Define marketing and outline the steps in the marketing customers and identify the five core marketplace concepts.
process.
What Is Marketing?
- creating value for customers Understanding the Marketplace and Customer Needs
- capturing value from customers
Copyright © 2016 Pearson Education, Inc. 1-9 Copyright © 2016 Pearson Education, Inc.
1-10
Understanding the Marketplace and Customer Needs
Understanding the Marketplace and Customer Needs
Market Offerings – Products, Services, and Experiences
Customer Needs, Wants, and Demands
• Market offerings are
some combination of
products, services,
Needs • States of deprivation information, or
experiences offered to a
market to satisfy a need
or want.
Wants • Form that needs take
• Marketing myopia is
focusing only on existing
wants and losing sight of
Demands • Wants backed by buying power underlying consumer
needs.
Copyright © 2016 Pearson Education, Inc. 1-11 Copyright © 2016 Pearson Education, Inc. 1-12
2
Principles of Marketing Marketing: Creating Customer Value and Engagement
Kotler and Armstrong
Amazon.com’s deep-down
Chapter 1: passion for creating customer
engagement, value, and
relationships has made it the
Insert Marketing world’s leading online retailer.
Textbook Amazon has become the model
Cover for companies that are
Creating Customer Value obsessively and successfully
Image
focused on delivering customer
and Engagement value.
Copyright © 2016 Pearson Education, Inc. 1-1 Copyright © 2016 Pearson Education, Inc. 1-2
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objectives Learning Objectives
• Objective 1: Define marketing and outline the steps in the
marketing process. • Objective 3: Identify the key elements of a customer-driven
marketing strategy and discuss the marketing management
• Objective 2: Explain the importance of understanding the orientations that guide marketing strategy.
marketplace and customers and identify the five core
marketplace concepts.
Copyright © 2016 Pearson Education, Inc. 1-3 Copyright © 2016 Pearson Education, Inc. 1-4
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objectives Learning Objective 1
• Objective 4: Discuss customer relationship management and
• Define marketing and outline the steps in the marketing
identify strategies for creating value for customers and
process.
capturing value from customers in return.
What Is Marketing?
• Objective 5: Describe the major trends and forces that are
changing the marketing landscape in this age of relationships.
Copyright © 2016 Pearson Education, Inc. 1-5 Copyright © 2016 Pearson Education, Inc. 1-6
1
, 11/4/2018
What Is Marketing? What Is Marketing?
Marketing Defined The Marketing Process
Marketing is a process by which companies create
value for customers and build strong customer
relationships in order to capture value from
customers in return.
Copyright © 2016 Pearson Education, Inc. 1-7 Copyright © 2016 Pearson Education, Inc. 1-8
Marketing: Creating Customer Value and Engagement Marketing: Creating Customer Value and Engagement
Learning Objective 1 Learning Objective 2
• Explain the importance of understanding the marketplace and
• Define marketing and outline the steps in the marketing customers and identify the five core marketplace concepts.
process.
What Is Marketing?
- creating value for customers Understanding the Marketplace and Customer Needs
- capturing value from customers
Copyright © 2016 Pearson Education, Inc. 1-9 Copyright © 2016 Pearson Education, Inc.
1-10
Understanding the Marketplace and Customer Needs
Understanding the Marketplace and Customer Needs
Market Offerings – Products, Services, and Experiences
Customer Needs, Wants, and Demands
• Market offerings are
some combination of
products, services,
Needs • States of deprivation information, or
experiences offered to a
market to satisfy a need
or want.
Wants • Form that needs take
• Marketing myopia is
focusing only on existing
wants and losing sight of
Demands • Wants backed by buying power underlying consumer
needs.
Copyright © 2016 Pearson Education, Inc. 1-11 Copyright © 2016 Pearson Education, Inc. 1-12
2
