The following long-form content is structured to mirror a comprehensive presentation or study guide for this chapter.
: Focuses on large-scale selling and promotion efforts.
[1. Understand Marketplace] -> [2. Design Strategy] -> [3. Construct Program] -> [4. Build Relationships] -> [5. Capture Value] Research customer needs and marketplace. Step 2: Design a customer-driven marketing strategy. Step 3: Construct an integrated marketing program (4 Ps).
Focus on delivering value in a way that maintains or improves both the consumer's and society’s well-being (sustainability). 5. The Changing Marketing Landscape
Positioning the brand uniquely in the consumer's mind.
The marketing strategy outlines which customers the company will serve and how it will create value for them. The company's marketing strategy is then implemented through an that delivers superior value to customers. This program is built around the marketing mix , often called the Four Ps :
What is the for this presentation? (e.g., undergraduate students, corporate training, self-study)
The ultimate aim of customer relationship management is to produce high customer equity. Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers. As such, it’s a measure of the future value of the company’s customer base. Key Terms for Slides & Review Definition
Understanding the Core Concepts: Principles of Marketing by Philip Kotler (Chapter 1)