6. A simple model of the marketing process Understand the marketplace & customer needs & wants Design a customer driven marketing strategy Create value for customers & build customer relationships Capture value from customers in return Construct an integrated marketing program that delivers superior value Build profitable relationships & create customer delight Capture value from customers to create profits & customer equity.
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16. Contrast between Sales Concept & Marketing Concept Factory Products Selling &Promoting Profits through sales volume a. THE SELLING CONCEPT b. THE MARKETING CONCEPT Target Customer Integrated Profits through Market Needs Marketing customer satisfaction Starting Point Focus Means Ends
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25. Customer Relationship Groups Butterflies Good fit between company’s offerings & customer needs; High profit potential True Friends Good fit between company’s offerings & customer needs; Highest profit potential Strangers Little fit between company’s offerings & customer needs; Lowest profit potential Barnacles Limited fit between company’s offerings & customer needs; Low profit potential High Profitability Low Profitability Short- term customers Long-term customers Projected Loyalty
Notas do Editor
Marketing is the act of connecting customers to products & services
