Before designing a strategy, marketers must research what consumers actually want, need, and demand. Step 2: Design a customer-driven marketing strategy
Leads to extreme marketing myopia and ignores customer needs. The Product Concept
When using the PPTs to study, try to answer these questions:
The form human needs take as they are shaped by culture and individual personality (e.g., needing food but wanting a Big Mac). Demands: Human wants that are backed by buying power. principles of marketing by philip kotler ppt chapter 1
Satisfied customers remain loyal and buy more.
Once a company understands its consumers and the marketplace, it must design a customer-value driven marketing strategy. This requires answering two fundamental questions: What customers will we serve (what’s our )?
Defining the Discipline: A Summary and Analysis of Philip Kotler’s Principles of Marketing, Chapter 1 Before designing a strategy, marketers must research what
Marketing is only selling and advertising.
How do companies approach the market? Kotler identifies five concepts: Focus on efficiency and low costs.
Modern marketing is less about the single transaction and more about the long-term relationship. Chapter 1 introduces CRM as the overarching concept of managing detailed information about individual customers and carefully managing customer "touchpoints." Demands: Human wants that are backed by buying power
If you need to prepare a presentation on this subject, structure your slides as follows:
The final step of the marketing process involves building relationships and reaping the financial rewards. Customer Relationship Management (CRM)
Kotler outlines a logical flow for modern marketing strategy: Slideshare Summary Principles of Marketing by Kotler - WorldSupporter