Principles Of Marketing By Philip Kotler Ppt Chapter 1 -
The extent to which a product’s perceived performance matches a buyer’s expectations. If performance falls short, the customer is dissatisfied; if it matches, the customer is satisfied; if it exceeds, the customer is delighted.
Engage customers and manage to create "customer delight." 5. Capture Value from Customers
Kotler introduces the concept of the marketing mix, also known as the 4 Ps:
Focus on large-scale selling and promotion (usually for unsought goods). principles of marketing by philip kotler ppt chapter 1
Focus on customer needs and delivering satisfaction better than competitors.
The set of benefits or values a company promises to deliver to consumers to satisfy their needs. It differentiates one brand from another (e.g., BMW promises "The Ultimate Driving Machine," while Volvo promises safety). Slide 5: Marketing Management Orientations The Five Alternative Business Philosophies
switch to competitors and disparage the product to others. The extent to which a product’s perceived performance
Digital and social media have refined marketing into customer-engaged marketing.
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The final major section of Chapter 1 discusses the dramatic changes occurring in the marketing environment, helping students understand the context in which modern marketing operates. Major trends include: Capture Value from Customers Kotler introduces the concept
The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offering relative to those of competing offers. Customers often do not judge values and costs accurately or objectively; they act on perceived value.
Marketing is the process of creating, communicating, and delivering value to customers.It focuses on managing profitable customer relationships.The double goal is attracting new customers and keeping current customers happy. 1. Core Marketing Concepts
A minimalist checklist summarizing the presentation goals. Core Content:
Outstanding creates customer delight, driving long-term Customer Lifetime Value and boosting overall Customer Equity .
