Creating and Capturing Customer 
                             Value
                          Topic Outline
      • What Is Marketing?
      • Understand the Marketplace and Customer Needs
      • Designing a Customer-Driven Marketing Strategy
      • Preparing an Integrated Marketing Plan and Program
      • Building Customer Relationships
      • Capturing Value from Customers
      • The Changing Marketing Landscape
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                               What Is Marketing?
     Marketing is a process by which companies 
      create value for customers and build 
      strong customer relationships to capture 
      value from customers in return 
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                   What Is Marketing?
                       The Marketing Process
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        Understanding the Marketplace
               and Customer Needs
                 Core Marketing Concepts
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              Understanding the Marketplace
                           and Customer Needs
                           Customer Needs, Wants, and Demands
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                                                                       notic ffea dna gnignole  —blaic So•
                        Needs                                 tyefas ,thmra w ,gnihtolc ,doo  —flacisy Ph•
                                                                                    noitavirped f o set Sta•
                                                                               tyilanosrep laudividni dna
                        Wants                      er tuluc yb dep ahs era ye ht sa ekta sdeen ta th mroF •
                    Demands                                             re wo p gniyu b yb dekc ab  tsnaW •
 Copyright © 2012 Pearson Education, Inc.                                         1- 6
 Publishing as Prentice Hall