Part 1 : Defining marketing and the Marketing Process
Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 : Understanding the Marketplace and Consumers
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Part 3 :Designing a Customer-Driven Strategy and Mix
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 : Extending marketing
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
Chapter 1. Marketing: Creating and Capturing Customer Value
What is Marketing?
Understanding 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 Value from Customers
Chapter 1. Marketing: Creating and Capturing Customer Value
What is Marketing?
Marketing Defined
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings-Products, Services, and Experiences
Customer Value and Satisfaction
Exchanges and Relationships
Markets
Designing a Customer-Driven marketing Strategy
Selecting Customers to Serve
Choosing a Value Proposition
Marketing Management Orientations
The Productions Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept
Preparing an Integrated marketing Plan and Program
Building Customer Relationships
Customer Relationship Management
Relationships Building Blocks: Customer Value and Satisfaction
Customer Relationship Levels and Tools
The Changing Nature of Customer Relationships
Relating with More Carefully Selected Customers
Relating More Deeply and Interactively
Partner Relationship Management
Partners Inside the Company
Marketing Partners Outside the Firm
Capturing Value from Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity
What Is Customer Equity?
Building the Right Relationships with the Right Customers
The Changing Value from Customers
The Uncertain Economic Environment
The Digital Age
Rapid Globalization
Sustainable Marketing - The Call for More Social Responsibility
The Growth of Not-for-Profit Marketing
So, What Is Marketing? Pulling It All Together
Key Terms
Objective 1.
Marketing The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return
Objective 2.
Needs States of felt deprivation
Wants The form human needs take as they shaped by culture and individual personality
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 a company offers than to the benefits and experiences produced by these products.
Exchange The act of obtaininig a desired object from someone by offering somethingn in return.
Market The set of all actual and potential buyers of a product or service.
Objective 3.
Marketing management The art and science of choosing target markets and building profitable relathionships with them.
Production concept The idea that ocnsumers will favor products that are available and highly affordable and that the organization should therefore focus on improving productionand distribution efficiency
Product concept The idea that consumers will favor producs that offer the most quality, performance, and features and that the organization should therefore devote tis energy to making continuous product improvements.
Selling concept The idea that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotino effort.
Marketing concept A philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
Societal marketing concept The idea that a comany's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interest, and society's long-run interests.
Objective 4.
Customer relationship management The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
Customer-perceived value The customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers
Customer-satisfaction The extent to which a product's perceived performance matches a buyer's expectations.
Customer-managed relationships Marketing relationships in which customers, empowered by today's new digital technologies, interact with companies and with each other to shape their relationships with brands.
Consumer-generated marketing Brand exchanges created by consumers themselves - both invited and uninvited - by which consumers are palying an increasing role in shaping their own brand experiences and those of other consumers
Partner relationship management Working closely with partners in other company departments and outside the company to jointly bring greater value to customers
Customer lifetime value The value of the entire stream of purchases that the customer would make over a lifetime of patronage.
Share of customer The portion of the customer's purchasing that a company gets in its product categories.
Customer equity The total combined customer lifetime values fo all of the company's customers.
Objective 5.
Internet
