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CHAPTER-01: Marketing: Creating Customer Value and Engagement

CHAPTER-01: Marketing: Creating Customer Value and Engagement. What is Marketing Marketing Defined The Marketing Process Understand the Marketplace and Customer Needs Customer Needs, Wants, and Demands Market offering-Product, Services, and Experiences [Myopia]

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CHAPTER-01: Marketing: Creating Customer Value and Engagement

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  1. CHAPTER-01: Marketing: Creating Customer Value and Engagement What is Marketing Marketing Defined The Marketing Process Understand the Marketplace and Customer Needs • Customer Needs, Wants, and Demands • Market offering-Product, Services, and Experiences [Myopia] • Customer Value and satisfaction • Exchanges and Relationships • Markets Designing a Customer Driven Marketing Strategy • Selecting Customers to Serve • Choosing a value proposition • Marketing Management Orientations [NEXT SLIDE]

  2. Preparing an Integrated Marketing Plan and Program Building Customer Relationships Customer Relationship Management • Relationship Building Blocks: Customer Value and Satisfaction • Customer Value • Customer Satisfaction • Customer Relationship Levels and Tools • Engaging Customers • Customer Engagement and Today’s Digital and Social Media • Customer-Generated Marketing Partner Relationship Management Capturing Value from Customers • Creating Customer Loyalty and Retention • Growing Share of Customer • Building Customer Equity • What is Customer Equity? • Building the Right Relationships with the Right Customers

  3. The Changing Marketing Landscape The Digital Age: Online, Mobile, and Social Media Marketing Social Media Marketing • Mobile Marketing The Changing Economic Environment The Growth of Not-for-Profit Marketing Rapid Globalization Sustainable Marketing-The Call for More Environmental and Social Responsibility • So, what is Marketing? Putting It All Together

  4. An Expanded Model of the Marketing Process

  5. Chapter-02: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Company-Wide Strategic Planning: Defining Marketing’s Role Defining a Market-Oriented Mission

  6. Setting Company Objectives and Goals Designing the Business Portfolio • Analyzing the Current Business Portfolio • The Boston Consulting Group Approach Problems with Matrix Approaches

  7. Developing Strategies for Growth and Downsizing The Product/Market Expansion Grid Planning Marketing: Partnering to Build Customer Relationships • Partnering with Other Company Departments • Partnering with Others in the Marketing System

  8. Marketing Strategy and the Marketing Mix Customer Value-Driven Marketing Strategy • Market Segmentation • Market Targeting • Market Differentiation and Positioning Developing an Integrated Marketing Mix

  9. Managing the Marketing Effort • Marketing Analysis

  10. Marketing Planning Marketing Implementation

  11. Marketing Department Organization Marketing Control Measuring and Managing Return on Marketing Investment

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