Resumen

Marketing:

*Note: Cia/Cias are company/companies

Chapter 1: Creating and Capturing Customer Value

Marketing = Process Cias. Create values for costumers & build costumers relationships to capture values from them.

Aim (Drucker): Make selling unnecessary. Know and understand customer so well that the product/service fits them and sells itself.

Marketing process:

1. Understandmarketplace + costumer needs and wants. Customers are internal or external. Internal customers are employees.

2. Design marketing strategy (getting, keeping and growing target costumers)

3. Construct marketing program (superior value)

4. Building costumer relationship & creating costumer delight ( Cia. Captures value form costumers.

Core Marketplace concepts:

- Needs,wants and demands; Market offerings = Products, services and experiences, Value and satisfaction; exchange and relationships; and markets.

- Wants = human needs shaped by culture and individual personality (when backed by buying power, wants becomes demands.

- Cias. Address needs by putting value proposition (set of benefits that they promise to costumers to satisfy their needs) (Value proposition is fulfilled through market offering = delivers costumer value + satisfaction ( long-term exchange relationships.

Marketing Strategy:

- 1st Must decide who it will serve ( by dividing market into segments of costumers (market segmentation) and selecting which segments it will cultivate (target marketing) ( Cia must decide how it will serve target costumers (how it willdifferentiate and position its self in marketplace).

- APPROACHES TO MARKETING:

a. Production = produce product & customers will come.

b. Product = product quality, performance and innovative features (little promotion required).

c. Selling = costumers only buy if has large-scale selling and promotion effort; ad campaign.

d. Marketing = depends on determine need +wants for target market and deliver desired satisfactions more effectively and efficiently than competitors; needs of customers.

e. Societal = customer satisfaction + long-run societal well-being (fulfilling responsibilities)




CRM: Customer Relationship Management:

- Process of building and maintaining profitable customer relationships ( delivering superior value andsatisfaction.

- The aim = produce high Customer Equity (total combined customer lifetime values of all the Cias. Customers)

- Key to lasting relationship = creation of superior value and satisfaction.

- Different types of costumers require different relationship management strategies ( Aim is to build right relation with right costumers

- To build customer relationshipsmarketers must work together with marketing partners in and out of the company.

Trends and forces changing marketing landscape:

- Because of the GFC( marketers must emphasize in the value in their value propositions.

- With new technologies (information, transportation, telecommunications) = new approaches = target costumers more selectively and build closer 2 way relationships.- Every Cia. Is touch by global competition.

- Greater ethical and societal responsibilities.

- Marketing now is also used for nonprofit (colleges, hospitals, museums, zoo, etc)

Chapter 2: Company and Marketing Strategy – Partnering to build Customer Relationships

Strategic Planning

- Set the stage for the rest of the Cia. Planning – Marketing contributes tostrategic planning and the overall plan defines marketing role in the Cia.

- Four steps for strategic plan:

a. Defining Cia. Mission & Vision

b. Setting objectives and goals

c. Designing business portfolio

d. Developing corporate values.

Mission

- Market oriented, realistic, specific, motivating and consistent with market environment.

- Mission is then...