Principles of Marketing _ Chapter 1 • 1. Chapter 1- slide 1Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Creating and Capturing Customer Value • Chapter 1- slide 2Copyright © 2010 Pearson Education, Inc. Ayyappan Songs In Tamil Free Download Unnikrishnan on this page. Publishing as Prentice Hall Creating and Capturing Customer Value • Define marketing and outline the steps in the marketing process • Understanding 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 Topic Outline • Chapter 1- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall What Is Marketing?

Solidworks 2012 Student Serial Season. Download Free Disciplina Positiva Pdf Libro Software Developer. Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return • Chapter 1- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs • Customer needs, wants, and demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets Core Concepts • Chapter 1- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs • States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression Needs • Form that human needs take as they are shaped by culture and individual personalityWants • Human wants backed by buying powerDemands Customer Needs, Wants, and Demands • Chapter 1- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • 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 underlying consumer needs Understanding the Marketplace and Customer Needs • Chapter 1- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Expectations Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low • Chapter 1- slide 8Copyright © 2010 Pearson Education, Inc.