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Chapter 1

Chapter 1,3,5,6,8 Notes

Management (MGM)
Course Code
Tarun Dewan

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Chapter 1 Marketing: Creating and Capturing Customer Value
Marketing = managing profitable customer relationships. Satisfying customer needs in a socially
responsible and ethical manner
Goal = attract new customers by promising superior value and to keep and grow current customers
by delivering satisfaction
Aim = create value for customers and to capture value from customers in return
Marketing Process
oUnderstand the marketplace and customer needs and wants
oDesign customer-driven marketing strategy
oConstruct a marketing program that delivers superior value
oBuild profitable relationships and create customer delight
oCapture value from customers to create profits and customer equity
First 4 steps = companies work to understand consumers, create customer value, and
build strong customer relationships
Final step = companies reap () the rewards of creating superior customer value
Successful companies nowadays:
ostrongly customer-focused and heavily committed to marketing
oshare a passion for understanding and satisfying customer needs
omotivate everyone to help build lasting customer relationships based on creating value
(1) Understanding the Marketplace and Customer Needs
Five core customer and marketplace concepts:
1.needs, wants, and demands
2.market offerings (products, services, and experiences)
3.value and satisfaction
4.exchanges and relationships

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Customer Needs, Wants, and Demands:
Human needs: physical needs food, clothing, warmth, and safety
social needs belonging and affection
individual needs knowledge and self-expression
Wants = the form human needs take as shaped by culture and individual personality
Demands = human wants that are backed by buying power
Companies try to understand there 3 things
Marketing Offerings Products, Services, and Experiences
Marketing offerings = some combination of products, services, information, or experiences offered
to a market to satisfy a need or want
Marketing myopia = mistake of paying more attention to the specific products a company offers
than to the benefits and experiences produced by these products
ofocus only on existing wants and lose sight of underlying customer needs
Customer Value and Satisfaction
Key building blocks for developing and managing customer relationships
Exchange ad Relationships
Exchange = the act of obtaining a desired object from someone by offering something in return
Marketing consists of actions taken to build and maintain desirable exchange relationships with
target audiences involving a product, service, idea, or other object
Beyond simply attracting new customers and creating transactions, the goal is to retain customers
and grow their business with the company
Market = the set of all actual and potential buyers of a product and service
Marketing means managing markets to bring about profitable customer relationships
Core marketing activities = consumer research, product development, communication, distribution,
pricing, and service

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(2) Designing a Customer-Driven Marketing Strategy
Marketing management = the art and science of choosing target markets and building profitable
relations with them
Strategy: What customers will we serve (whats our target market)? And How can we serve these
customers best (whats our value proposition)?
Selecting Customers to Serve
Market segmentation = dividing the market into segments of customers
Target marketing = selecting which segments it will go after
Demarketing = a practice to reduce the number of customers or to shift their demand temporarily
or permanently
Marketing manager must decide which customers they want to target and on the level, timing, and
nature of their demand
Marketing management is customer management and demand management
Choose a Value Proposition (  , )
Value proposition = the set of benefits or values it promises to deliver to consumers to satisfy their
Companies must design strong value propositions that give them the greatest advantage in their
target markets
Marketing Management Orientations
5 alternative concepts under which organizations design and carry out their marketing strategies:
the production, product, selling, marketing, and societal marketing concepts
The Production Concept
o = the idea that consumers will favour products that are available and highly
affordable and that the organization should therefore focus on improving production
and distribution efficiency
The Product Concept
o= the idea that consumers will favour products that offer the most quality,
performance and features and that the organization should therefore devote its
energy to making continuous product improvements
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