marketing chapter1
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Ch 1 -1 Copyright © 2011 Pearson Education
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Principles of Marketing,Arab World Edition
Philip Kotler, Gary Armstrong, Anwar a!i!, Ahmed"ol!a
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER ONEMarketing: Creating and
Capturing Custoer !alue
"#aled
Ch 1 -2 Copyright © 2011 Pearson Education
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Creating and Capturing Custoer !alue
$%$ #hat $s %ar&eting'
$%& (nderstand the %ar&etplace and Customer )eeds
$%' *esigning a Customer-*ri+en %ar&eting trategy
$%( Preparing an $ntegrated %ar&eting Plan and Program
$%) uilding Customer .elationships
$%* Capturing /alue rom Customers
$%+ "he Changing %ar&eting andscape
$% o, #hat is %ar&eting' Pulling $t All "ogether
Topic Outline
Ch 1 - Copyright © 2011 Pearson Education
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W#at -s Marketing.
Marketing is a process !y which companies create +alueor customers and !uild strong customer relationships tocapture +alue rom customers in return3
Marketing /efined
Ch 1 -4 Copyright © 2011 Pearson Education
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W#at -s Marketing.
T#e Marketing Process
Ch 1 -5 Copyright © 2011 Pearson Education
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0nderstanding t#e Marketplace and CustoerNeeds
Custoer Needs, Wants, and /eands
Ch 1 -6 Copyright © 2011 Pearson Education
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0nderstanding t#e Marketplace and CustoerNeeds
Market offerings are some com!ination o products,ser+ices, inormation, or e7periences oered to a mar&et tosatisy its needs or wants3
Marketing 1opia is ocusing only on e7isting wants andlosing sight o underlying consumer needs3
Market Offerings: Products, 2er3ices and E4periences
Ch 1 -8 Copyright © 2011 Pearson Education
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0nderstanding t#e Marketplace and CustoerNeeds
Custoer !alue and 2atisfaction
Ch 1 -9 Copyright © 2011 Pearson Education
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E4c#ange is the act o o!taining a desired o!:ect romsomeone !y oering something in return3
%ar&eters aim at !uilding strong relations#ips !y consistentlydeli+ering superior customer +alue3
0nderstanding t#e Marketplace and CustoerNeeds
E4c#anges and relations#ips
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0nderstanding t#e Marketplace and CustoerNeeds
A arket is the set o actual and potential !uyers o aproduct3
Ch 1 -10
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/esigning a Custoer5/ri3en Marketing2trateg1
Marketing anageent is the art and science o choosingtarget mar&ets and !uilding proita!le relationships with them3
< #hat customers will we ser+e'
< ow can we !est ser+e these customers'
Marketing Manageent
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/esigning a Custoer5/ri3en Marketing2trateg1
Market segentation reers to di+iding the mar&ets intosegments o customers3
Target arketing reers to which segments to go ater3
/earketing is mar&eting to reduce demand temporarily or
permanently= the aim is not to destroy demand !ut to reduceor shit it3
2electing Custoers to 2er3e
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/esigning a Custoer5/ri3en Marketing2trateg1
C#oosing a !alue Proposition
T#e 3alue proposition is the set o !eneits or +alues acompany promises to deli+er to customers to satisy their
needs3
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/esigning a Custoer5/ri3en Marketing2trateg1
Marketing Manageent Orientations
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/esigning a Custoer5/ri3en Marketing2trateg1
Production concept is the idea that consumers will a+or
products that are a+aila!le and highly aorda!le3
Marketing Manageent Orientations
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/esigning a Custoer5/ri3en Marketing2trateg1
Product concept is the idea that consumers will a+orproducts that oer the most >uality, perormance, and
eatures3 An organi?ation should thereore de+ote its energy toma&ing continuous product impro+ements3
Marketing Manageent Orientations
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/esigning a Custoer5/ri3en Marketing2trateg1
2elling concept is the idea that consumers will not !uyenough o the irm@s products unless it underta&es a large
scale selling and promotion eort3
Marketing Manageent Orientations
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/esigning a Custoer5/ri3en Marketing2trateg1
Marketing Manageent Orientations
Marketing concept is the idea that achie+ingorgani?ational goals depends on &nowing the needs andwants o the target mar&ets and deli+ering the desiredsatisactions !etter than competitors do3
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/esigning a Custoer5/ri3en Marketing2trateg1
T#e 2elling and Marketing Concepts Contrasted
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/esigning a Custoer5/ri3en Marketing2trateg1
Marketing Manageent Orientations
"he societal arketing concept is the idea that acompany@s mar&eting decisions should consider consumers@
wants, the company@s re>uirements, consumers@ long-terminterests, and society@s long-term interests3
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/esigning a Custoer5/ri3en Marketing2trateg1
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T#e arketing i4 is the set o tools our PsB the irm usesto implement its mar&eting strategy3 $t includes product, price,promotion, and place3
-ntegrated arketing progra is a comprehensi+e planthat communicates and deli+ers the intended +alue to chosencustomers3
Preparing an -ntegrated Marketing Plan andProgra
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6uilding Custoer Relations#ips
Custoer relations#ip anageent 7CRM8: "he o+erallprocess o !uilding and maintaining proita!le customer
relationships !y deli+ering superior customer +alue andsatisaction3
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6uilding Custoer Relations#ips
Relations#ip 6uilding 6locks: Custoer !alue and2atisfaction
Ch 1 -24 Copyright © 2011 Pearson Education
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6uilding Custoer Relations#ips
Custoer Relations#ip 9e3els and Tools
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6uilding Custoer Relations#ips
< .elating with more careully selected customers usesselecti+e relationship management to target ewer, moreproita!le customers3
< .elating more deeply and interacti+ely !y incorporating moreinteracti+e, two way relationships through !logs, we!sites,online communities and social networ&s3
T#e C#anging Nature of Custoer Relations#ips
Ch 1 -26 Copyright © 2011 Pearson Education
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Partner relations#ip anageent in+ol+es wor&ingclosely with partners in other company departments andoutside the company to :ointly !ring greater +alue to
customers3
6uilding Custoer Relations#ips
Partner Relations#ip Manageent
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6uilding Custoer Relations#ips
Partners inside t#e copan1 reer to e+ery unction areainteracting with customers
< electronically
< cross-unctional teams
Partners outside t#e copan1 reer to how mar&etersconnect with their suppliers, channel partners, and competitors!y de+eloping partnerships3
Partner Relations#ip Manageent
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6uilding Custoer Relations#ips
2uppl1 c#ain is a channel that stretches rom raw materialsto components to inal products to inal !uyers
• upply management
• trategic partners
• trategic alliances
Partner Relations#ip Manageent
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Capturing !alue fro Custoers
Custoer lifetie 3alue is the +alue o the entire streamo purchases that the customer would ma&e o+er a lietimeo patronage3
Creating Custoer 9o1alt1 and Retention
Ch 1 -0 Copyright © 2011 Pearson Education
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Capturing !alue fro Custoers
2#are of Custoer is the portion o the customer@spurchasing that a company gets in its product categories3
ro;ing 2#are of Custoer
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Capturing !alue fro Custoers
Custoer e
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Capturing !alue fro Custoers
< uilding the right relationships with the right customersin+ol+es treating customers as assets that need to !emanaged and ma7imi?ed3
< *ierent types o customers re>uire dierent relationshipmanagement strategies3
6uilding Custoer E
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T#e C#anging Marketing 9andscape
Ma=or /e3elopents
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2o, W#at -s Marketing. Pulling -t All Toget#er