All rights reserved.Ĭhapter 1 Marketing: Creating and capturing customer value 3 Principles of Marketing EBook, Pearson Education Australia, 2017. 28– Learning ObjectivesĪrmstrong, Gary, et al. So, what is marketing? Pulling it all together pp. Learning Objective 5 Describe the major trends and forces that are changing the marketing Learning Objective 4 Discuss customer relationship management, and identify strategies forĬreating value for customers and capturing value from customers inĮngaging customers and managing customer relationships pp. Preparing an integrated marketing plan and program pp. Learning Objective 3 Identify the key elements of a customer-driven marketing strategy, andĭiscuss the marketing management orientations that guide marketingĭesigning a customer-driven marketing strategy pp. Understanding the marketplace and customer needs pp. Learning Objective 2 Explain the importance of understanding the marketplace andĬustomers, and identify the five core marketplace concepts. Learning Objective 1 Define marketing, and outline the steps in the marketing process. 1 Marketing: Creating and capturing customer value Visual representation, or concept map, at the start of each chapter. Page, which is designed to give you a ‘helicopter’ view of the main concepts covered. Mean to you, will give you a solid foundation for all that follows.Īs you start this chapter, we suggest you pay close attention to the visual representation on the next Understanding these basic concepts, and forming your own ideas about what they really Finally, we discuss the major trends and forces affecting marketing in this age of customer Marketing programs, to building customer relationships and capturing value for the firm, as shown inįigure 1.1. With a definition of marketing before proceeding to discuss the five steps in the marketing process –įrom understanding customer needs, to designing customer-driven marketing strategies and integrated Of marketing is to create value for customers and to capture value from customers in return. Simply put, marketing is managing profitable customer relationships. In this chapter, we start with the question, You are beginning a journey into the science and practice of marketing – a journey that is both excitingĪnd vital in the preparation for the career that awaits you.

Principle of marketing ebook