Principles Of Marketing By Philip Kotler Ppt Chapter 1 Official

: The extent to which a product's perceived performance matches a buyer's expectations. Customer Relationship Levels

Once a strategy is set, the focus shifts to —the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Key metrics discussed in the chapter include Customer Lifetime Value (total worth of a customer over their patronage) and Customer Equity (the total combined customer lifetime values of all the company’s customers).

A railroad company failing because they assumed they were in the train business rather than the transportation business. 📋 Slide 6: Designing a Customer-Value-Driven Strategy Slide Title: Designing the Marketing Strategy principles of marketing by philip kotler ppt chapter 1

The ultimate goal of the marketing process is to build strong customer relationships and then capture value from those customers.

Focus on large-scale selling and promotion (usually for unsought goods). : The extent to which a product's perceived

Marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being.

Focus on making the "best" product with the most features. A railroad company failing because they assumed they

. This chapter establishes that the core purpose of marketing is creating value for customers and building strong relationships to capture value from them in return. 1. Defining Marketing and the Marketplace

Introduction to Philip Kotler’s foundational textbook framework.

How companies are now connected globally with customers and marketing partners. Summary for your PPT

: A combination of products, services, information, or experiences offered to satisfy a need. Marketing Myopia