Chapter One Marketing: Creating and Capturing Customer Value Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 1 Creating and Capturing Customer Value Topic Outline • • • • • • • What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape
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Company Product Consumer Idea generation is knowledgeable, creative and systematic. It develops from knowledge of the consumer, the market, the technology and the general environment, and it creates newness in product, production and marketing. It systematically develops product ideas to satisfy the aim of the project and therefore the business strategy. Our basic idea was generated brainstorming on the solutions to Hair Loss problem faced by many people in their daily life; we come
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Does Marketing Create need or Satisfy Need or manipulate need? “The real journey of discovery consists not in seeing new landscapes, but in having new eyes.” - Marcel Proust The traditional concept of marketing was only about sales or meeting the “current needs” of a consumer Example: Mac Books or laptops are such a common commodity among students and even school kids irrespective of the fact that it is not really needed. Can’t they manage with a desktop at home? But now day’s companies do more
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products and services that communicate environment tal responsibility and stewardship ( 1999). In major international markets, consumers are demanding that firms produce increasingly higher quality products and services that are consistent with societal and environmental values if they wish to remain competitive in global markets ( 2000). Hence, consumers have become more discriminating...for green products and services (, 2001). A study shows that 66% of respondents have switched product brands
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Marketing is a natural born human attribute that develop through the course of life, it is everywhere and all the time around us, especially nowadays we see its impact clearly with the infinite innovations in technology and media. Before taking the marketing course I knew that there is theory for marketing and creative multinational and local companies competing in a limitless profitable market. Now I am undertaking the theory linked to real word examples by our Doctor, and those examples made me
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ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying
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Marketing Study Guide Test 1 1. A target market is a. One or more specific groups of potential consumers toward which an organization directs its marketing program 2. The first task of a market is to b. Discover the needs of consumers 3. The four Ps of the marketing mix are c. Product, promotion, price, and place 4. ___ is a trade of things of value between a buyer and seller so that each is better off d. Exchange 5. One or more specific groups of
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Red Bull Marketing Plan Introduction Red Bull, the iconic pioneer of the late 20th century energy drink movement, is enormously successful and popular. Everyone has had days where a cup of coffee seems woefully inadequate, and beverages such as Red Bull “give you wings”, as their slogan promises, and offer a refreshing lift to help people conquer their overfilled schedules and endless meetings. However, with only one flavor and a seemingly narrow target demographic, is Red Bull really capitalizing
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Illustrate what a break even chart looks like. 3. What is a marketing channel? What is its function? • is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption and, as such, which consists of all the institutions and all the marketing activities in the marketing process. 4. Describe and explain the relationship between marketing channels, supply chains, supply chain management, and logistics
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orientation to manufacturing, engineering, technology or production. 2. To provide students knowledge and skills in the areas of management of technology, product and process, quality, organizational management, operations management, program management, marketing and finance. 3. To educate
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