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									Marketing: is the process which companies create value for customers and build strong
customer relationship in order to capture value from customers in return. Marketing is
managing profitable customer relationship.

Two goals of marketing:
- attract new customers by promising superior value.
- keep and grow current customers by delivering satisfaction.

For Sell it easily: Prices, distributes and promotes

A- Understand the Marketplace and Customer Needs
B- Designing a Customer – Driven Marketing Strategy
C- Preparing an Integrated Marketing Plan and Program
D- Building Customer Relationship
E- Capturing Value from Customers

A- Understand the Marketplace and Customer Needs
1) Customer Needs, Wants and Demands
needs: is states of felt deprivation
a- physical need: for food, clothing, warmth and safety
b- social need: belonging and affection
c- individual need: needs for knowledge and self-expression

2) Market Offerings – Products, services and experiences
some combination of products, services, information or experiences offered to a market to
satisfy a need or want.

Market myopia: the mistake of paying more attention to the specific products a company
offers than to the benefits and experiences produced by these products.

3) Customer Value and Satisfaction

4) Exchanges and Relationship
Exchange is the act of obtaining a desired object from someone by offering something in

- a candidate, forinstance, wants vote, a church wants membership, an orchestra wants an
audince, and a social action group wants idea acceptance.

5) Markets
market is the set of actual and potential buyers of a product.

B- Designing a Customer – Driven Marketing Strategy

Marketing Management: is the art and science of choosing target markets and building
profitable relationships with them.
- The Marketing Manager’s aim is to find, attract, keep and grow target customers by
creating, delivering and communicating superior customer value.
1- selecting customers to serve
2- choosing a value proposition
3- marketing management orientations
        a. the production concept
        b. the product concept
        c. the selling concept
        d. the marketing concept
        e. the social marketing concept

C- Preparing an Integrated Marketing Plan and Program

Four Ps: Product, Price, Place and Promotion

D- Building Customer Relationship

Cusomer Relationship Management: is the overall process of building and maintaining
profitable customer relationship by delivering superior customer value and satisfaction.

Partner Relationship Management: working closely with partners in other company
departmens and outside the company to jointly bring greater value to customers.

E- Capturing Value from Customers
1. Creating Customer Loyalty and Retention
2. Growing Share of Customer
3. Building Customer Equity

Marketing Strategy and the Marketing Mix
Marketing strategy: the marketing logic by which the business unit marketing objectives.

Market segmentation: dividing a market into distinct groups of buyers who have distinct
needs, chareacteristics or behavior and who might require seperate products or marketing

Market segment: a group of consumers who respond in a similar way to a given set of
marketing efforts.

Market Targeting: the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.

Market Mix: the set of controllable tactical marketing tools (products, price, place and
promotion) that the firm blends to produce the response it wants in the target market.

4Ps          4Cs
Product      Customer solution
Price        Customer cost
Place        Convenience
Promotion    Communication
Managing the Marketing Effort

Control consists of measuring and evaluating the results of marketing activities and taking
corrective action where needed.

Marketing Analysis
SWOT analysis: an overall evaluation of the company’s strengths (S), weakness (W),
opportunities (O), and threats (T).

Marketing Implementation
The process that turns marketing strategies and plans into marketing actions in order to
accomplish strategic marketing objectives.

Marketing Control
The process of measuring and evaluating the results of marketing strategies and plans and
taking corrective action to ensure that objetives are achieved.

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