Chapter 1: Marketing: Creating Customer Value and Engagement Flashcards
Marketing
the process by which companies CREATE VALUE for customers and build strong customer relationships in order to CAPTURE VALUE from customers in return
- create, maintain, and grow desirable exchange relationships with target audiences involving a product, service, idea, etc
5 core customer and marketplace concepts
- needs, wants and demands
- market offerings (products, services, and experiences)
- value and satisfaction
- exchanges and relationships
- markets
Needs
states of felt deprivation
- basic physical needs for food clothing, warmth and safety
- social needs for belonging and affection
- individual needs for knowledge and self-expression
Wants
the form human needs take as they are shaped by culture and individual personality
- objects that satisfy needs
Demands
Human wants that are backed by BUYING POWER
Market offerings
Some combination of products, services, information, or experiences offered to a market to satisfy a need or want
Marketing myopia
The mistake of paying more attention to the specific products of a company offers than to the benefits and experiences produced by these products
The marketing process: creating and capturing customer value
- Create value for customers and build customer relationships
- Understand the MARKETPLACE and customer NEEDS and WANTS
- Design a customer value-driven marketing STRATEGY
- Construct an INTEGRATED marketing program that delivers superior value
- Build PROFITABLE relationships and create customer delight
- Capture value from customers to create PROFITS and customer EQUITY
Key building blocks for developing and managing customer relationships
Customer value
Customer satisfaction
- DEPENDS on marketers -> right level of expectations
Exchange
The act of obtaining a desired object from someone by offering sth in return
Market
the set of all actual and potential buyers of a product or service
- share a particular need/ want that can be satisfied through exchange relationships.
Marketing is a two-way affair
- digital technologies, social media, online sites
- empowered consumers
“How can our customers influence us?”
“How can our customers influence each other?”
A Modern Marketing system
Suppliers
(major environmental forces)
-> Company
-> Competitors
to Marketing intermediaries
-> Final Consumers (go back to company and competitors)
- each party adds value
- arrow = relationship that must be developed and managed.
e.g Walmart cheap = suppliers are low cost
Marketing management
The art and science of choosing target markets and building profitable relationships with them
- Customer management and Demand management
Grow target customers
find, engage, keep, and grow target customers by creating, delivering, and communicating superior customer value
2 questions for marketing manager
what customers will we serve (target customers)
how can we serve these customers best (what’s our value proposition)
Selecting customers to serve
- market segmentation
2. target marketing
Choosing a Value Proposition
- differentiate and position itself in the marketplace
- must design strong value propositions that give the greatest advantage
Value proposition
set of benefits or values it promises to deliver to customer to satisfy their needs
5 concepts that organizations design and carry out MARKETING STRATEGIES
- Production concept
- Product concept
- Selling concept
- Marketing concept
- Societal marketing concept
- Production concept
the idea that consumers will favor products that are AVAILABLE and HIGHLY AFFORDABLE
-> organization focus on improving production and distribution efficiency
- Product concept
the idea that consumers will favor products that offer the MOST QUALITY, PERFORMANCE, and FEATURES.
-> organization should devote its energy to making continuous product improvements
- Selling concept
Consumers will not buy enough of the firm’s products unless the firm undertakes a large scale selling and promotion effort
- Marketing concept
A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do