Scribd Logo
Upload

Welcome to Scribd!

  • 103 views

    Kotler Pom16e Inppt 01

    Uploaded by

    Shoukat Ali
    ppt

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Kotler Pom16e Inppt 01

    Uploaded by

    Shoukat Ali
    103 views15 pages
    ppt

    Original Title

    Kotler Pom16e Inppt 01(Mbasubjects.com)

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    ppt

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    103 views15 pages

    Kotler Pom16e Inppt 01

    Uploaded by

    Shoukat Ali
    ppt

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    What Is Marketing?

    Marketing
    Defined

    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.

    1-1

    What Is Marketing?
    The Marketing Process

    Copyright 2016 Pearson Education, Inc.

    1-2

    Understanding the Marketplace and


    Customer Needs
    Customer Needs, Wants, and Demands

    Needs

    States of deprivation

    Wants

    Form that needs take

    Demand
    s

    Wants backed by buying


    power

    Copyright 2016 Pearson


    Education, Inc.

    1-3

    Understanding the Marketplace and


    Customer Needs
    Market Offerings Products, Services, and
    Experiences
    Market offerings
    are some
    combination of
    products, services,
    information, or
    experiences offered
    to a market to
    satisfy a need or
    want.

    Marketing myopia
    is focusing only on
    existing wants and
    losing sight of Copyright 2016 Pearson Education, Inc.

    1-4

    Understanding the Marketplace and


    Customer Needs
    Customer Value and Satisfaction
    Customer
    s

    Marketers
    Set the
    right level
    of
    expectation
    s

    Value
    and
    satisfacti
    on

    Copyright 2016 Pearson Education, Inc.

    113

    Understanding the Marketplace and


    Customer Needs
    Exchanges and
    Relationships

    Exchange is the act of obtaining a desired object


    from someone by offering something in return.
    Marketing actions try to create, maintain, and
    grow desirable exchange relationships.
    Copyright 2016 Pearson Education, Inc.

    1-6

    Understanding the Marketplace and


    Customer Needs
    Markets

    Copyright 2016 Pearson Education, Inc.

    1-7

    Designing a Customer Value-Driven Marketing Strategy

    Selecting Customers to
    Serve
    Marketing management is the art and science of
    choosing target markets and building profitable
    relationships with them.
    What customers will we serve?
    How can we best serve these customers?
    Copyright 2016 Pearson Education, Inc.

    1-18

    Designing a Customer Value-Driven


    Marketing Strategy
    Marketing Management Orientations

    Producti
    on
    concept

    Product
    concept

    Selling
    concept

    Copyright 2016 Pearson Education, Inc.

    Marketi
    ng
    concept

    Societal
    Marketi
    ng
    concept

    1-9

    Designing a Customer Value-Driven


    Marketing
    Strategy
    Marketing
    Management
    Orientations

    Production concept:
    Consumers will favor products that are available and
    highly affordable.

    Copyright 2016 Pearson


    Education, Inc.

    1-10

    Designing a Customer Value-Driven


    Marketing
    Strategy
    Marketing Management Orientations
    Product concept:
    Consumers favor products that offer the most
    quality, performance, and features.
    The focus is on continuous product improvements.
    Copyright 2016 Pearson
    Education, Inc.

    1-11

    Designing a Customer Value-Driven


    Marketing Strategy
    Marketing Management Orientations

    Selling concept:
    Consumers will not buy enough of the firms
    products unless the firm undertakes a large-scale
    selling and promotion effort.

    Copyright 2016 Pearson Education, Inc.

    1-12

    Designing a Customer Value-Driven


    Marketing Strategy
    Marketing Management Orientations

    Marketing concept:
    Know the needs and wants of the target markets
    and deliver the desired satisfactions better than
    competitors.

    Copyright 2016 Pearson Education, Inc.

    1-13

    Designing a Customer Value-Driven


    Marketing Strategy
    Marketing Management Orientations

    Societal marketing:
    The companys marketing decisions should consider
    consumers wants, the companys requirements,
    consumers long-run interests, and societys longrun interests.

    Copyright 2016 Pearson Education, Inc.

    1-14

    Designing a Customer Value-Driven


    Marketing
    Strategy
    Marketing Management Orientations

    Copyright 2016 Pearson


    Education, Inc.

    1-15

    You might also like