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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
it ’s good and
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Chapter 1
Marketing:
Creating and Capturing Customer Value
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Creating and Capturing Customer
Value
•What Is Marketing?
•Understand 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
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is Marketing?
Marketing is a process by which
companies create value for customers and
build strong customer relationships to
capture value from customers in return
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is Marketing?
The Marketing Process
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Copyright © 2012 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 needs take as they are shaped by culture
and individual personality
Wants
•Wants backed by buying power
Demands
Customer Needs, Wants, and Demands
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Understanding the Marketplace
and Customer Needs
•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
Customer Value and Satisfaction
Expectations
Customers
•Value and
satisfaction
