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Lecture Principles of Marketing - Chapter 1: Marketing - Managing profitable customer relationships

This chapter define marketing and the marketing process, explain the importance of understanding customers and identify the five core marketplace concepts, identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations, discuss customer relationship management and creating value for and capturing value from customers, describe the major trends and forces changing the marketing landscape. | Chapter One Marketing: Managing Profitable Customer Relationships Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts. Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers. Describe the major trends and forces changing the marketing landscape. 1- Prentice Hall, Inc. Copyright 2007 Creating Value NASCAR sells the experience – in-car cameras, wholesome family orientation. NASCAR.com engages fans via content. Success has been achieved by creating lasting customer relationships. NASCAR – What is its secret? Case Study Capturing Value NASCAR is the 2nd highest rated sport on TV. Fans are young, affluent, and family oriented, spending nearly $700 annually on NASCAR merchandise. Fans are loyal to sport and NASCAR fans are 3 times as likely to | Chapter One Marketing: Managing Profitable Customer Relationships Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts. Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers. Describe the major trends and forces changing the marketing landscape. 1- Prentice Hall, Inc. Copyright 2007 Creating Value NASCAR sells the experience – in-car cameras, wholesome family orientation. NASCAR.com engages fans via content. Success has been achieved by creating lasting customer relationships. NASCAR – What is its secret? Case Study Capturing Value NASCAR is the 2nd highest rated sport on TV. Fans are young, affluent, and family oriented, spending nearly $700 annually on NASCAR merchandise. Fans are loyal to sport and NASCAR fans are 3 times as likely to seek out sponsors’ products than are nonfans. 1- Prentice Hall, Inc. Copyright 2007 What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. 1- Prentice Hall, Inc. Copyright 2007 Marketing Defined A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. OLD View of Marketing: Making a Sale – “Telling & Selling” New View of Marketing: Satisfying customer needs NEW View of Marketing: Satisfying Customer Needs 1- Prentice Hall, Inc. Copyright 2007 The Marketing Process A simple model of the marketing process: Understand the marketplace and customer needs and wants. Design a customer-driven marketing strategy. Construct a marketing program that delivers superior value. Build profitable relationships and create customer