文档介绍：Chapter One Marketing:Creating and Capturing Customer Value
Chapter One
Marketing: Creating and Capturing Customer Value
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What is Marketing?
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Marketer
Consumer
Value Proposition
(Product, Service, Idea)
Money
Action
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NASCAR –What is their secret?
Creating Value
Compelling blend of live racing events, media coverage and Web sites
Show the customer a good time
Create wholesome family-oriented environment
Capturing Value
Fans spend nearly $700M a year on NASCAR merchandise
Second highest regular season sport on TV
NASCAR attracts over 250 big-name sponsors
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Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
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Designing a Customer-Driven Marketing Strategy
Market: Group of buyers/consumers who share a particular need or want that can be satisfied through exchange relationships3>.
Companies address Consumers’ needs, wants and demands by offering a value proposition
Value Proposition: bination of products, services, information or experiences offered to consumers to satisfy a need or want.
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Products
Services
Experiences
Events
Persons
Places
Properties
Organizations
Information
Ideas
Many Things Can Be Marketed!
What could be marketed?
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The marketing mix
4Ps
Product
Price
Promotion
Place
Value
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What is Marketing
Marketing is the process by panies create valu