Principles of Marketing by Pearson

1

MarketingCreating Customer Value and Engagement

OBJECTIVES OUTLINE

• 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.

CHAPTER PREVIEW

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