This file contents some basic concepts of marketin

1. Chapter 1
MARKETING : CREATING AND
CAPTURING CUSTOMER VALUE
BY: AZIMUL ISLAM

2. What is
Marketing?
 Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at-large.
 More simply: Marketing is the delivery of
customer satisfaction at a profit.

3. What Motivates a Consumer
to Take Action?
 NeedsNeeds – NOT invented by marketers. They are a basic parts
of human makeup:
states of felt deprivation including physicalphysical needs for food,
socialsocial needs for belonging and individualindividual needs for self-
expression. E.g. I am thirsty.
 WantsWants - form that a human need takes as shaped by culture
and individual personality. E.g. I want a coca-cola.
 DemandsDemands - human wants backed by buying power. E.g. I
have money to buy a coca-cola.

4. Value
 Value means differences between benefit and cost.(Benefit-Cost = Value)

5. Customer Satisfaction /Delight
 Customer satisfaction
is the ultimate goal of
marketers
 Customer delight
occurs when set up
expectations is less
than provided
service.

6. Market
 “Market” in marketing term:
A set of all actual and potential buyers of a
product or service.

7. Marketing Management
Philosophies(1)
Production Concept
• Demand > supply
• Consumers favor products that are available
and highly affordable
• Improve production and distribution efficiency
• Run a risk of focusing too narrowly on their
own operation
• Chinese PC,Mobile,CP fried chicken

8. Marketing Management
Philosophies(2)
Product Concept
• Consumers favor products that offer
the most quality, performance,
and innovative features
• Continuous product improvement
• lead to Marketing Myopia
• Railroad: trains vs. transportation
• Consumers favor products that offer
the most quality, performance,
and innovative features
• Continuous product improvement
• lead to Marketing Myopia
• Railroad: trains vs. transportation

9. Marketing Management
Philosophies(3)
Selling Concept
• Consumers will not buy enough of the
organization’s products unless the organization
undertake a large-scale promotion/selling
•Sell what they make rather than what the market want
• focus on trade not long-term relationship
• Unsought goods: encyclopedias, insurance
• Consumers will not buy enough of the
organization’s products unless the organization
undertake a large-scale promotion/selling
•Sell what they make rather than what the market want
• focus on trade not long-term relationship
• Unsought goods: encyclopedias, insurance

10. Marketing Management
Philosophies(4)
Marketing Concept
• Focuses on needs/ wants of target markets
& delivering satisfaction more effectively
& efficiently than competitors
• Total customer satisfaction
•Overlook conflicts between consumer
short-run wants and long-run welfare

11. Selling vs. Marketing
Concepts Contrasted
Factory
Existing
Products
Selling
and
Promoting
Profits
through Sales
Volume
Market
Customer
Needs
Integrated
Marketing
Profits
through Customer
Satisfaction
Starting
Point
Focus Means Ends
The Selling Concept: inside-out
The Marketing Concept: Outside-in

12. Marketing Myopia
 When organization doesn't consider customer need
and want, competitors product, future opportunity
only narrowly focuses on own product

13. Marketing Management
Philosophies (5)
Society
(Human Welfare)
Society
(Human Welfare)
Consumers
(Wants)
Consumers
(Wants)
Company
(Profits)
Company
(Profits)
Societal
Marketing
Concept
Societal
Marketing
Concept
Eg: Grameen Dano “ Shakti Doi ”

14. Marketing Mix.
 Marketing mix is set of control over element which must be
control by organization.
 4 p’s of marketing (From Marketers point of view)
i. Product
ii. Price
iii. Place
iv. Promotion

15. 4 C’s (from Customer point of view)
i. Customer need
ii. Cost
iii. Convenient Location
iv. Communication

16. The Marketing
Process
•Understand the
marketplace and
customer needs
and wants
•Design a
customer Driven
marketing strategy
•Construct a
marketing program
that delivers
superior value
•Build profitable
relationships and
create customer
delight
•Capture value
from customers to
create profits and
customer quality

17. ‘’Quotes….. ‘’
“Our goal is to lead customers where they want to
go before they know where they want to go.”

18. The End