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CHAPTER 1 Marketing: Creating and Capturing Customer Value
Chapter Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Case Study – Proctor and Gamble ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Is Marketing? ,[object Object],[object Object],[object Object],[object Object]
Marketing Defined ,[object Object],OLD View of Marketing: Making a Sale – “Telling & Selling” New View of Marketing: Satisfying customer needs NEW View of Marketing: Satisfying Customer Needs
The Marketing Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Needs, Wants, & Demands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Needs, Wants, & Demands
Need / Want Fulfillment ,[object Object],[object Object]
Need / Want Satisfiers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Myopia ,[object Object],[object Object]
Value & Satisfaction ,[object Object],[object Object],[object Object]
Exchange vs. Transaction ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Is a Market? ,[object Object],[object Object]
Modern Marketing Systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Management ,[object Object],[object Object],[object Object],[object Object]
Marketing Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation & Target Marketing ,[object Object],[object Object],[object Object],[object Object]
Marketing Management ,[object Object],[object Object],[object Object],[object Object]
Value Proposition ,[object Object],[object Object]
Marketing Management Philosophies ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Relationship Management ,[object Object],[object Object],[object Object],[object Object]
Customer Perceived Value ,[object Object]
Customer Satisfaction ,[object Object],[object Object],[object Object]
Customer Relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Partner Relationship Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Loyalty & Retention ,[object Object],[object Object],[object Object],[object Object]
Customer Equity ,[object Object],[object Object],[object Object]
New Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object]
The New Digital Age ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
You Should Now be Able to: ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter 1 Creating And Capturing Customer Value

  • 1. CHAPTER 1 Marketing: Creating and Capturing Customer Value
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