Principles Of Marketing By Philip Kotler Ppt Chapter 1 — Latest & Free

A company cannot serve all customers in every way. To maximize efficiency, the company divides the market into segments of customers (market segmentation) and selects which segments it will go after (target marketing). Choosing a Value Proposition

The form human needs take as they are shaped by culture and individual personality (e.g., An American needs food but wants a Big Mac; a Japanese person wants sushi).

The chapter's learning objectives guide the reader step-by-step through this new perspective. These objectives include:

Note: The first four steps create value customers; the final step captures value from them. principles of marketing by philip kotler ppt chapter 1

A minimalist checklist summarizing the presentation goals. Core Content:

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 relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction . It involves attracting, keeping, and growing customers by creating customer delight. A company cannot serve all customers in every way

The marketing program builds customer relationships by transforming the marketing strategy into action. It consists of the , the set of marketing tools the firm uses to implement its marketing strategy. These tools are classified into the Four Ps :

Marketing is the social and managerial process where companies create value for customers and build strong relationships to capture value from them in return. The ultimate goal is to attract new customers by promising superior value and keeping existing ones by delivering satisfaction. Studeersnel 2. The Five-Step Marketing Process

Many people mistakenly equate marketing with only selling and advertising. While these are highly visible components, they are just the tip of the marketing iceberg. The Modern Definition While these are highly visible components

Modern marketing demands agility in a digital, global environment. If you want to tailor this slide content further, tell me:

Consumers face a sea of choices, and they choose based on their perceptions of .

Total combined customer lifetime values of all current/potential customers. If you are building a slide deck for this chapter, tell me: What or color theme are you planning to use?