Professional Documents
Culture Documents
Evolving Perspectives
What Is Marketing?
Simple Definition: Marketing is managing profitable customer relationships. Goals: 1. Attract new customers by promising superior value. 2. Keep and grow current customers by delivering satisfaction.
Marketing Concept
Selling Concept Product Concept Production Concept
This Is a Need
Needs - state of felt deprivation including physical, social, and individual needs.
This Is a Want
Wants - form that a human need takes, as shaped by culture and individual personality.
Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Products
Persons
Places
Organizations
Information
Ideas
Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything
Services
Marketing Myopia
Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the wants and lose sight of the needs.
This Is Demand
Wants Buying Power
Demand
What is a Market?
These people share a need or want that can be satisfied through exchange relationships.
#2
Target Marketing:
Select the segment to cultivate
Customer Satisfaction
Performance
10
Expectation
10
Performance
8
If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high.
Customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.
Basic Relationship
Continuum
Full Partnership
Structural Ties
The process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
The entire stream of purchases that the customer would make over a lifetime of patronage.
Share of Customer
The share a company gets of the customers purchasing in their product categories.