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Principles of Marketing - Phillip Kotler - Chapter 1 Essay

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Chapter One
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
• Define marketing and outline the steps in the
marketing process
• 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 Marketing Landscape
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 2

What Is Marketing?
Marketing is a process by which
companies create value for customers
and build strong customer relationships
to capture value from customers in
return

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 3

Understanding the Marketplace
and Customer Needs
Core Concepts







Customer needs, wants, and demands
Market offerings
Customer Value and satisfaction
Exchanges and relationships
Markets

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 4

Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands

Needs

• States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression

Wants

• Form that human needs take as they are shaped by
culture and individual personality

Demands
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

• Human wants backed by buying power

Chapter 1- slide 5

Understanding the Marketplace
and Customer Needs
• Market offerings are some
combination of products, services,
information, or experiences offered to a
market to satisfy a need or want
• Marketing myopia is focusing only on
existing wants and losing sight of
underlying consumer needs...

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Citations

MLA Citation

"Principles of Marketing - Phillip Kotler - Chapter 1". Anti Essays. 9 Dec. 2018

<http://snehaedu.com/free-essays/Principles-Of-Marketing-Phillip-Kotler-357716.html>

APA Citation

Principles of Marketing - Phillip Kotler - Chapter 1. Anti Essays. Retrieved December 9, 2018, from the World Wide Web: http://snehaedu.com/free-essays/Principles-Of-Marketing-Phillip-Kotler-357716.html