School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 1 | Part 1
Marketing – Creating Customer Value and Engagement
,Objectives:
• Define marketing.
• Outline the steps in the marketing process.
, What is Marketing?
• Marketing, more than any other business function, deals with
customers.
• Marketing is engaging customers and managing profitable
customer relationships.
• The two goals of Marketing are:
1. To attract new customers by promising superior value.
2. To keep and grow current customers by delivering value and
satisfaction.
, What is Marketing?
• Good marketing is essential to the success of every business,
both for-profit and not-for-profit organizations.
• Marketing is all around you, and it’s almost in everything you
do!
• Many people think of Marketing as only selling and
advertising. These are only the tip of the Marketing iceberg!
• Marketing is no longer defined by “telling and selling”. Rather,
in the new sense of satisfying customer needs.
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 1 | Part 1
Marketing – Creating Customer Value and Engagement
,Objectives:
• Define marketing.
• Outline the steps in the marketing process.
, What is Marketing?
• Marketing, more than any other business function, deals with
customers.
• Marketing is engaging customers and managing profitable
customer relationships.
• The two goals of Marketing are:
1. To attract new customers by promising superior value.
2. To keep and grow current customers by delivering value and
satisfaction.
, What is Marketing?
• Good marketing is essential to the success of every business,
both for-profit and not-for-profit organizations.
• Marketing is all around you, and it’s almost in everything you
do!
• Many people think of Marketing as only selling and
advertising. These are only the tip of the Marketing iceberg!
• Marketing is no longer defined by “telling and selling”. Rather,
in the new sense of satisfying customer needs.
