tailieunhanh - Lecture fundamentals of marketing - Lecture 2: Marketing: Creating and capturing customer value

In this chapter, the following content will be discussed: What is marketing management? designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape. | Marketing: Creating and Capturing Customer Value LECTURE-2 1 What Is Marketing Management? 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 2 Objective 1 Define marketing and outline the steps in the marketing process. What Is Marketing? Objective 2 Explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts. Understanding the Marketplace and Customer Needs Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program 000–000 Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Building Customer Relationships Capturing Value from Customers Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. The Changing Marketing Landscape Designing a Customer-Driven Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them What customers will we serve? How can we best serve these customers? 3 Now that the company fully understands its consumers and the marketplace, it must decide which customers it will serve and how it will bring them value. The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value. To design a winning marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we serve these customers best (what’s our value proposition)? Market . | Marketing: Creating and Capturing Customer Value LECTURE-2 1 What Is Marketing Management? 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 2 Objective 1 Define marketing and outline the steps in the marketing process. What Is Marketing? Objective 2 Explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts. Understanding the Marketplace and Customer Needs Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program 000–000 Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in .