Creating and Capturing Customer
assess
Copyright © 2009 Pearson Education, Inc.
print as Prentice Hall
Chapter 1- splay 1
Creating and Capturing Customer
Value
paper Outline
Define selling and outline the steps in the
marketing process
reasonableness 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
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 1- slide 2
What Is Marketing?
Marketing is a process by which
companies build note value for customers
and build strong customer relationships
to capture value from customers in
return
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 1- slide 3
sympathy the Marketplace
and Customer Needs
Core Concepts
Customer needs, wants, and demands
Market offerings
Customer Value and satisfaction
Exchanges and relationships
Markets
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 1- slide 4
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
Needs
States of deprivation
Physicalâ€"food, clothing, warmth, safety
Socialâ€"belonging and affection
somebodyâ€"knowledge and self-expression
Wants
Form that human needs take as they are shaped by
culture and individual personality
Demands
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Human wants backed by purchase power
Chapter 1- slide 5
Understanding the Marketplace
and Customer Needs
Market offerings are some
junto 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 jam of
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