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Overview of the Chapter’s Objectives

Learning Objectives

I. Introduction

Definition of Marketing

Importance of Marketing in Everyday Life

Brief History and Evolution of Marketing

Sales Era

Marketing Concept Era

Relationship and Societal Marketing Era

II. Understanding Marketing

Core Marketing Concepts

Market Offerings (Products, Services, and Experiences)

Value and Satisfaction

Exchanges and Relationships

Markets

III. The Marketing Process

The Marketing Process

Understanding the Marketplace and Customer Needs

Designing a Customer Value-Driven Marketing Strategy

Constructing an Integrated Marketing Program

Engaging Customers and Managing Profitable Relationships

Capturing Value from Customers

IV. Creating Customer Value and Engagement

The Concept of Value Creation

Customer Perceived Value

Customer Satisfaction

Customer Relationship Management (CRM)

Customer Engagement and Experience

V. The Marketing Mix (4Ps Overview)

Product

Price

Place (Distribution)

Promotion

VI. Marketing Management Orientations

Marketing Management Orientations

VII. The New Marketing Landscape

Digital Age: Online, Mobile, and Social Media Marketing

Rapid Globalization

Growth of Not-for-Profit Marketing

Call for Sustainable Marketing

Ethics and Social Responsibility

VIII. Real-World Applications

Mini Case Studies

Examples from Global and Local Brands

IX. Chapter Summary

Chapter Summary

Ch1 Introduction to Marketing: Creating Customer Value

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