A. El-Ansary 2005 Adel I. El-Ansary Donna L. Harper Professor of Marketing Coggin College of Business 4567 St. Johns Bluff Road, South Jacksonville, FL.

Slides:

Advertisements

Similar presentations

Creating and Capturing Customer Value

Advertisements

From Analysis to Strategy

Exchange: the act of voluntarily providing a person or organization something of value in order to acquire something else of value 1.

©2000 Prentice Hall Objectives ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s.

Topic One: Introduction Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses.

Goal 1: Define marketing and the marketing process.

Principles of Marketing

Creating and Capturing Customer Value

Copyright © 2003 Prentice-Hall, Inc. 1-1 Marketing Task  Ten rules of radical marketing  The CEO must own the marketing function.  Make sure the marketing.

Global Edition Chapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education.

principles of MARKETING

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Seminar Pemasaran Seminar Pemasaran Konsep Marketing.

Principles of Marketing

1 Defining Marketing for the 21st Century

Marketing Management 1. Market and Customer Orientation.

Chapter 1 Marketing: Creating and Capturing Customer Value

Marketing Concept The Competitive Philosophy For Reaching Goals Ted Mitchell.

1 The syllabus of Principles of Marketing. 2 Principles of Marketing,11 edition, （影印版）清华大学出版社， 2007 年 6 月.

Chapter 1 What is Marketing? n n Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging.

1- 1 Copyright © 2012 Pearson Education. Chapter One Creating and Capturing Customer Value.

Goal 1: Define marketing and the marketing process.

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter.

Customer relationship management * Siham Ouzlim. Plan Definition of CRM The purpose of CRM Why is CRM important? Advantages of CRM Disadvantages Steps.

Learning Goals Define marketing and the marketing process.

Defining Marketing for the 21st Century

Chapter 1 Marketing: Creating and Capturing Customer Value

CHAPTER 1 MARKETING IN THE TWENTY- FIRST CENTURY.

1 Expanding Solution Offering Retail and Consumer Products.

Copyright © 2003 Prentice-Hall, Inc. 1-1 Chapter 1 Defining Marketing for the 21 st Century by PowerPoint by Milton M. Pressley University of New Orleans.

Chapter 11: Marketing. Marketing  Process for creating, communicating, delivering offerings that have value for customer.

1 Business and Marketing Strategies

Chapter 10 Marketing.

Chapter 1 Marketing in the 21st Century

Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Marketing: Creating and Capturing Customer Value.

Marketing Process Understand the marketplace and customer needs Design a customer driven marketing strategy Develop an integrated marketing mix program.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

MARKETING REVISED.

Group Assignment 1  About 2-3 students per group.  Your group assignment is to develop a change management plan for an organization implementing any.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall  1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Future Lies In The Hands Of Internal Customers – The Employees

E-commerce Lecture 7 E-marketing E-commerce COM380.

Marketing Management Chapter 1

Chapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.

The learning objectives: What is Market? What is Marketing and marketing management? Marketing core Concepts Marketing management philosophies 1.

22 WARRIORS FOUNDATION “Until 22 becomes 0”. Introduction Briefly introduce yourself and your colleagues. Describe the products or services your company.

REVISION. Defining Marketing for the 21 st Century Chapter 1.

MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,

1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.

INTRODUCTION TO MARKETING SHAH KEVAL En. No.:

Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven.

Principles of Marketing

Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Marketing: Creating and Capturing Customer Value.

Part 2 Developing the Marketing Channel. Chapter 5 Strategy in Marketing Channels.

Integrated Relationship Marketing Strategies in the Millennium.

Strategy and Sales Program Planning

MARKETING CLASS is a program of IMCB to educate and teach Binus University’s students about marketing for those interested in this major. MATERIALS PRACTICE.

Strategy in Marketing Channels

Creating and Capturing Customer Value

Creating and Capturing Customer Value

MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,

Developing the Marketing Channel

Developing the Marketing Channel

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Creating and Capturing Customer Value

Creating and Capturing Customer Value

Creating and Capturing Customer Value

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Creating and Capturing Customer Value

Presentation transcript:

A. El-Ansary 2005 Adel I. El-Ansary Donna L. Harper Professor of Marketing Coggin College of Business 4567 St. Johns Bluff Road, South Jacksonville, FL

A. El-Ansary 2005 Foundations of Marketing Strategy Customer Company Competitors

A. El-Ansary 2005 Strategy Formulation Tier I : Marketing Strategies

A. El-Ansary 2005 Market Segmentation Consumer Behavior

A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting

A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting Offer Goods Services Experiences

A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting Differentiation Offer Goods Services Experiences

A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting Differentiation Competitors Offer Goods Services Experiences

A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting Offer Goods Services Experiences Differentiation Competitors Positioning

A. El-Ansary 2005 Branding Market Segmentation Consumer Behavior Targeting Offer Goods Services Experiences Differentiation Positioning Competitors

A. El-Ansary 2005 Strategy Implementation Tier II : Marketing Mix & Customer Relationship Management

A. El-Ansary 2005 SegmentationTargetingDifferentiationPositioning *IMCM: Integrated Marketing Communication Mix Product/ Service/ Experience BrandPriceDistribution IMCM* / Promotion CRM X X X X X X X X XX

A. El-Ansary 2005 Marketing Strategy A Focus on the Customer

A. El-Ansary 2005 Creating Customer Experience Antecedents Improve Productivity Structure Operations Strategy Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Consequences

A. El-Ansary 2005 Creating Customer Experience Create Customer Value Customer Value = Benefit - Cost

A. El-Ansary 2005 Create Customer Value Creating Customer Experience Achieve Customer Satisfaction Customer Satisfaction = Expected Performance – Delivered Experience

A. El-Ansary 2005 Create Customer Value Achieve Customer Satisfaction Creating Customer Experience Engender Customer Loyalty Customer Loyalty

A. El-Ansary 2005 Antecedents

Creating Customer Experience Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Antecedents Improve Productivity

A. El-Ansary 2005 Creating Customer Experience Antecedents Improve Productivity Structure Operations Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Strategy

A. El-Ansary 2005 Antecedents of Positive Customer Experience E-Strategy E-Commerce Business Intelligence Supply Chain Management Customer Relationship Management Enterprise Resource Planning EfficiencyMarketing Strategy Strategy

A. El-Ansary 2005 Antecedents of Positive Customer Experience E-Strategy Segment Target Differentiate Position Marketing Strategy Effectiveness Target to segments Strategy

A. El-Ansary 2005 Antecedents of Positive Customer Experience Operations Manufacturing Management Marketing Management Human Resource Management Financial Management Strategic Profit Model Internal Marketing Outsourcing

A. El-Ansary 2005 Antecedents of Positive Customer Experience StructureLease or Buy? Strategic alliances Partnership Co-BrandingCo-Marketing

A. El-Ansary 2005 Consequences

Creating Customer Experience Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Consequences TransactionsRelationships

A. El-Ansary 2005 Consequences of Customer Experience Profitability TransactionsRelationships Business Share Market Share

A. El-Ansary 2005 Creating Customer Experience Antecedents Improve Productivity Structure Operations Strategy Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Consequences