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Marketing Fundamentals Guide

This document provides an overview of marketing principles from Chapter 1 of an introductory marketing textbook. It defines marketing and discusses the marketing process, understanding customer needs and the marketplace, choosing a value proposition, different marketing orientations including production, product, selling, and societal concepts, and preparing an integrated marketing plan. It also covers building customer value and satisfaction, and developing relationships with different types of customers.

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Arman Husain
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210 views2 pages

Marketing Fundamentals Guide

This document provides an overview of marketing principles from Chapter 1 of an introductory marketing textbook. It defines marketing and discusses the marketing process, understanding customer needs and the marketplace, choosing a value proposition, different marketing orientations including production, product, selling, and societal concepts, and preparing an integrated marketing plan. It also covers building customer value and satisfaction, and developing relationships with different types of customers.

Uploaded by

Arman Husain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Principles of Marketing

Chapter One

Creating and Capturing Customer Value

What is marketing? Pg- 26

Marketing defined. Pg- 27

The marketing process. Pg- 27

Fig- 1.1 (a simple model of the marketing process). Pg- 27

Understanding the marketplace and customer needs. Pg- 28

Customer needs, wants, and demands.

Market offerings, marketing myopia

Markets. Pg- 29

Choosing a value proposition. Pg- 31

Marketing management orientations: Pg- 31

The production concept

The product concept. Pg- 32

The selling concept

The marketing concept

Fig- 1.3 (selling and marketing concepts contrasted)

The societal marketing concept. Pg- 33


Fig- 1.4 (three considerations underlying the societal marketing concept). Page-
34

Preparing an integrated marketing plan and program. (the marketing mix). Pg- 34

Relationship building blocks: customer value and satisfaction.

Customer value. Pg- 35

Customer satisfaction. (what can happen if there’s difference between


product performance and customer expectations)

Building the right relationships with the right customers. (4 different types of
loyal customers) Pg- 44

Fig- 1.5 (customer relationship groups)

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