Chapter 1: Creating Customer Value and Engagement

Objective 1-1 Define marketing and outline the steps in the marketing process. Objective 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Objective 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Objective 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Objective 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Marketing

the set of strategies and activities by which companies acquire and engage customers, build strong customer relationships, and create superior customer value in order to capture value from customers in return [1.1.1]

Needs

states of felt deprivation [1.2.1]

Wants

the form human needs take as they are shaped by culture and individual personality [1.2.1]

Demands

human wants that are backed by buying power [1.2.1]

Market offerings

some combination of products, services, solutions, and experiences offered to a market to satisfy a need or a want [1.2.2]

Marketing myopia

the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products [1.2.2]

Exchange

the act of obtaining a desired object from a person or an organization by offering something in return [1.2.4]

Market

the set of all actual and potential buyers of a product or service [1.2.5]

Production concept

the idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on improving production and distribution efficiency

Product concept

the idea that consumers will favor products that offer the most in quality, performance, and features; therefore, the organization should devote its energy to making continuous product improvements [1.3.1]

Selling concept

the idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort [1.3.1]

Marketing Concept

a philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do [1.3.1]

Societal Marketing Concept

the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests [1.3.1]

Customer Relationship Management

the overall building and maintaining profitable customer relationships by delivering superior customer value and satisfaction [1.4.1]

Customer-Perceived Value

the customer’s evaluation of the difference between the benefits delivered by and the costs of obtaining and using a market offering, relative to those of competing offerings [1.4.1]

Customer Satisfaction

the sense of pleasure a buyer feels when a product’s perceived performance matches or exceeds their expectations [1.4.1]

Customer-Engagement Marketing

making the brand a meaningful part of customers’ conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community [1.4.2]

Customer Brand Advocacy

actions by which satisfied customers initiate favorable interactions with others about a brand [1.4.2]

Customer-Generated Marketing

brand exchanges created by customers themselves – both invited and uninvited – by which customers play a role in shaping their own brand experiences and those of other customers [1.4.2]

Partner Relationship Management

working closely with partners in other company departments and outside the company to jointly bring greater value to customers [1.4.2]

Customer Lifetime Value

the value of the entire stream of purchases a customer makes over a lifetime of patronage [1.4.3]

Share of Customer

the portion of the customer’s spending in its product categories that a company captures [1.4.3]

Customer Equity

the total combined customer lifetime values of all of the company’s customers [1.4.3]

Internet of Things (IoT)

a global environment where everything and everyone is digitally connected to everything and everyone else [1.5.1]

Digital and Social Media Marketing

using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs to engage consumers everywhere, at any time, via their digital devices [1.5.1]