4. Amity School of Business
Marketing is managing profitable
relationships
5. Amity School of Business
“Marketing is the process by which
companies create value for customers and
build strong customer relationships in
order to capture value from customers in
return.”
7. Amity School of Business
The Marketing Process
Understand the
Marketplace and
customer needs
and wants
Design a customer
Driven marketing
strategy
Construct an
Integrated mrktng
Program that
Delivers superior
value
Build profitable
Relationships and
Create customer
delight
Capture value
from customers
To create profits
And customer equity
8. Amity School of Business
1.Understanding the marketplace and Customer
Needs
• Customer Needs, Wants and Demands
• Market Offerings-Products, Services and Experiences
• Customer Value and Satisfaction
• Exchanges and Relationship
• Markets
9. Amity School of Business
Suppliers
Company
Competitors
Marketing
Intermediaries
Consumers
Major Environmental forces
A modern Marketing System
10. Amity School of Business
2. Designing a customer Driven Marketing
Strategy
• Selecting Customers to serve
• Choosing a value Proposition
• Marketing Management Orientations
-The Production Concept
-The Product Concept
-The Selling Concept
-The Marketing Concept
-The Societal Marketing Concept
11. Amity School of Business
Factory Existing Selling Profits through
Products and Promoting Sales Volume
Market Customer Integrated Profits through
Needs Marketing Customer
Satisfaction
The
Selling
Concept
The
Marketing
Concept
Starting
Point
Focus Means Ends
12. Amity School of Business
3. Construct an Integrated marketing program that
delivers superior value
• Marketing Mix
13. Amity School of Business
4. Build profitable relationships and create
customer delight
• Customer Relationship Management
• Changing Nature of Customer Relationship
• Partner Relationship Management
• Social Marketing
14. Amity School of Business
5. Capture value from customers
• Creating customer Loyalty and Retention
• Growing share of customer
• Building customer Equity
• Building Right relationship with the Right
Customers
15. Amity School of Business
BUTTERFLIES TRUE FRIENDS
STRANGERS BARNACLES
Short term customers Long term customers
Low
Profitability
High
Profitability
PROJECTED LOYALTY
P
O
T
E
N
T
I
A
L
P
R
O
F
I
T
A
B
I
L
I
T
Y
Fig. CUSTOMER RELATIONSHIP GROUPS
16. Amity School of Business
The Changing Marketing Landscape
• The Digital Age
• Rapid Globalization
• The call for more ethics and social
responsibility
• The growth of not-for-profit marketing
17. Amity School of Business
• Value chain: A linked set of value creating activities
that begin with basic raw materials coming from
suppliers, moving on to a series of value-added
activities involved in producing and marking a product or
service, and ending with distributors getting the final
goods into the hands of the ultimate consumer
Value Chain Analysis
18. Amity School of Business
Industry Value Chain Analysis
• Value chain segments include:
Upstream
Downstream
• Center of gravity: The part of the chain that is most
important to the company and the point where its core
competencies lie.
Value Chain Analysis
19. Amity School of Business
Corporate Value Chain Analysis
• Primary activities
Inbound logistics
Operations
Outbound logistics
• Support activities
Procurement
Technology development
Human resource management
Firm infrastructure
Value Chain Analysis
21. Amity School of Business
Corporate Value Chain Analysis
• Examine each product line’s value chain in terms of the
various activities involved in producing the product or
service
• Examine the linkages within each product line’s value
chain
• Examine the potential synergies among the value
chains of different product lines or business units
Value Chain Analysis
