Chapter 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. Road Map: Previewing the Concepts. Define what marketing is and discuss its core concepts. Explain the relationships between customer value, satisfaction, and quality.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Marketing in a Changing World: Creating Customer Value and Satisfaction
Simply put: Marketing is the delivery of customer satisfaction at a profit.
Goals: Attract new customers by promising superior value and
keep and grow current customers by delivering satisfaction.
Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Anything that can be Offered to a Market to Satisfy a Need or Want
Activity or Benefit Offered for Sale That is Essentially
Intangible and Doesn’t Result in the Ownership of Anything
Value Gained From Owning a Product and Costs of Obtaining the Product isCustomer Value
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is Customer Satisfaction
Total Quality Management Involves Improving the Quality of Products, Services, and Business ProcessesHow Do Consumers ChooseAmong Products and Services?
Involves managing demand, which involves managing customer relationships
Finding and increasing demand, also changing or reducing demand such as in Demarketing
Attracting new customers and
retaining and building
relationships with current
Societal Marketing Concept
Create Products &
Services Tailored to
Meet Customer Needs
Learn About &
Connecting Technologies in
Information, & Transportation
More Efficiently &
Customers in Groups