Marketing_L1(2013)

Marketing Management Orientations

The Production Concept

The Product Concept

The Selling Concept

The Marketing Concept

The Societal Marketing Concept

IV. Preparing an Integrated Marketing

Plan and Program

 The 4 Ps: Controllable Marketing Mix Factors

V.Building Customer Relationships

•Customer Relationship Management

•Partner Relationship Management

Customer Value

Value Strategies

• Best Product

Southwest Airlines, Starbucks, and Home Depot What customer value strategy?

VI. Capturing Value from Customers

•Creating Customer Loyalty and Retention

•Growing Share of Customer

•Building Customer Equity

Thank you for attention!