Chapter 1Marketing: Creating and Capturing Customer Value

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Chapter 1
Marketing:
Creating and Capturing Customer Value

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, Creating and Capturing Customer
Value
Topic Outline
• 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



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, What Is Marketing?
Marketing is a process by which companies
create value for customers and build
strong customer relationships to capture
value from customers in return




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, What Is Marketing?
The Marketing Process




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