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Transcript
Creating Superior Customer Value •
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Marketing is the organisational function and set of process for creating, communicating and delivering value to customer and for managing customer relationships in ways that benefit the organisation and its stakeholders The marketing process 1. Need to understand the market place and customers' needs and wants 2. Marketers design a customer driven marketing strategy with the goal of getting, keeping and growing target customers 3. Marketers construct a marketing program that delivers superior value 4. Building profitable customer satisfaction and perceptions of value. The business reaps the reward of strong 5. relationships by capturing value from customers •
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The marketplace concepts These are needs and wants and demands: market demands: market offerings ( products, services, and experiences): satisfaction and value: exchange and relationships and markets Elements of a market driven marketing strategy Deciding whom to serve↣ followed by market segmentation and selecting a target market ↣ offering a value proposition↣ persuading customers and developing lasting customer relations The external environment has shaped the marketing arena. The GFC had resulted in consumer uncertainty. There has also been an increase in growth in telecommunications, transport and it is more easy to obtain mark