Professional Documents
Culture Documents
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1. 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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3. 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?
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
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3. Designing a Customer-Driven
Marketing Strategy
Selecting Customers to Serve
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3. Designing a Customer-Driven
Marketing Strategy
Selecting Customers to Serve
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3. Designing a Customer-Driven
Marketing Strategy
Choosing a Value Proposition
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3. Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations
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4. Preparing an Integrated
Marketing Plan and Program
The marketing mix is the set of tools
(four Ps) the firm uses to implement its
marketing strategy. It includes product,
price, promotion, and place.
Integrated marketing program is a
comprehensive plan that communicates
and delivers the intended value to
chosen customers.
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
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5. Building Customer
Relationships
Customer Relationship Management (CRM)
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