This chapter from Principles of Marketing: An Asian Perspective discusses the basics of marketing, including the marketing process, customer needs, value proposition, and marketing management orientations. It also covers customer relationship management, capturing value from customers, and the changing marketing landscape. The chapter is relevant for students studying marketing and related courses in colleges and universities.

Learn about the steps in the marketing process, customer-driven marketing strategy, and relationship management. Understand the changing marketing landscape in this age of relationships.

Marketing: Managing Profitable Customer Relationships

Principles of Marketing: An Asian Perspective Chapter 1

Business Development

Leadership Management

Professional Development

Visual Arts

Languages and Culture

Philosophy

Environmental Science

Crafting the Brand Positioning

Marketing

Assignment: Customer Value Management

Marketing is the process of engaging customers and managing profitable customer relationships. The goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. The marketing process consists of five steps: understanding the marketplace and customer needs and wants, designing a customer value-driven marketing strategy, constructing an integrated marketing program that delivers value, building profitable relationships and creating customer delight, and capturing value from customers to create profits and customer equity. There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing, and societal marketing concepts. Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Overview of Marketing and Customer Value Engagement

This document discusses the basics of marketing, including customer needs, market offerings, customer value and satisfaction, marketing strategies, customer-driven marketing, and more. It also covers the marketing environment, market segmentation, targeting, differentiation, and positioning. Additionally, it explores product, services, and branding strategies.

Marketing Principle

Interview questions and answers : Assignment

Marketing Principles

This is the student workbook for the course Communicating With Customers with the School of Vocational Business Education (VBE) of RMIT University. It covers topics such as marketing, market research, consumer markets, business markets, and market segmentation.

Principles of Marketing: An Asian Perspective Chapter 1

End of preview

Crafting the Brand Positioning

Assignment: Customer Value Management

Overview of Marketing and Customer Value Engagement

Marketing Principle

Interview questions and answers : Assignment

Communicating With Customers Student Workbook

Principles of Marketing: An Asian Perspective Chapter 1

End of preview

Crafting the Brand Positioninglg...

Assignment: Customer Value Managementlg...

Overview of Marketing and Customer Value Engagementlg...

Marketing Principlelg...

Interview questions and answers : Assignmentlg...

Communicating With Customers Student Workbooklg...

Crafting the Brand Positioning

Assignment: Customer Value Management

Overview of Marketing and Customer Value Engagement

Marketing Principle

Interview questions and answers : Assignment

Communicating With Customers Student Workbook