Marketing Management Overview

Principles of Marketing, Arab World Edition

• This is a textbook by Philip Kotler, Gary Armstrong, Anwar Habib, and Ahmed Tolba.
• The presentation was prepared by Annelie Moukaddem Baalbaki.
• The lecturer is Sarah Alrabeeah.
• The publication date is 2011.

Chapter One: Marketing: Creating and Capturing Customer Value

• Marketing is a process where companies generate value for customers and build solid relationships to receive value in return.
• The chapter outlines key topics, including understanding the marketplace and customer needs, designing a customer-driven marketing strategy, creating an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape, and a summary of marketing.

Creating and Capturing Customer Value

• The outline of this topic includes defining marketing, 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, examining the changing marketing landscapes, and bringing it all together.

What is Marketing?

• Marketing is a company process to create value for customers and build strong customer relationships.
• The aim is to capture customer value in return.

Visual Content

• Various images and diagrams are integrated into the presentation, including pictures of people eating food, pictures of logos, and graphs, illustrating different aspects of the topic.
• Some slides present products such as Coca-cola, Lay's, and snacks from various companies.
• Some slides incorporate graphic models to illustrate a simple model of the marketing process and customer value and satisfaction.

Understanding the Marketplace and Customer Needs

• Needs are states of deprivation (e.g., food, clothing, warmth). Needs include physical requirements as well as social and individual ones (knowledge, self-expression).
• Wants are needs shaped by culture and personal preferences.
• Demands are wants backed by the purchasing power.

Market Offerings

• Market offerings are products, services, information, or experiences.
• Marketing myopia is focusing only on existing wants and neglecting underlying customer needs.

Customer Value and Satisfaction

• Satisfaction is how a product's performance aligns with a customer's expectations.
• Marketers should set realistic expectations to achieve high customer satisfaction levels.

Exchanges and Relationships

• Exchange is acquiring a desired product from someone by offering something in return.
• Marketers build relationships by consistently providing superior customer value.

A Modern Marketing System

• A market encompasses all potential and existing buyers of a product.
• A modern marketing system involves suppliers, competitors, marketing intermediaries, companies, and consumers, all interlinked by major environmental forces.

The Marketing Process

• The marketing process involves understanding the marketplace and customer needs and wants, creating customer value and relationships, designing a customer-driven strategy, building integrated programs, forming profitable relationships, delighting customers, and capturing value from customers to ensure profits and customer loyalty.

Designing a Customer-Driven Marketing Strategy

• Marketing management is choosing target markets and building profitable relationships.
• Analyzing customers' needs, determining who to serve, and how to serve customers are crucial.
• Market segmentation involves dividing markets into customer segments. Target marketing determines which segments to address.
• Demarketing is reducing demand temporarily or permanently, not destroying it.
• Customer value proposition is the benefits a company promises to satisfy needs.

Marketing Management Orientations

• Production concept: Customers favor readily available, highly affordable products.
• Product concept: Customers prefer high-quality, high-performance products with many features.
• Selling concept: Extensive selling and marketing efforts are necessary for customers to buy.
• Marketing concept: Company goals depend on understanding target market needs and providing satisfaction beyond competitors.
• Societal marketing concept: Long-term consumers' and societal interests, along with company needs, should be considered in marketing decisions.

The Selling and Marketing Concepts Contrasted

• The selling concept focuses on existing products and selling efforts.
• The marketing concept focuses on customer needs and building integrated marketing programs to meet those needs.

Capturing Value from Customers

• Customer Lifetime Value (CLTV): The total value of all purchases a customer makes during their lifetime.
• Growing Share of Customer: The portion of a customer's purchases the company captures within its product categories.
• Building Customer Equity: The combined lifetime values of all the company's customers. Building customer equity involves managing and maximizing the value of customer relationships, tailoring strategies to customer types, and establishing lasting customer relationships.

The Changing Marketing Landscape

• Major developments include digitalization, rapid globalization, ethics and social responsibility, and not-for-profit marketing.

So, What Is Marketing? Pulling It All Together

• An expanded model of the marketing process includes a comprehensive approach that combines market understanding, customer research, customer selection, value proposition establishment, integrated marketing programs, customer relationship management, and the generation of satisfied and loyal customers.