Step 2:Design a customer – driven m

Step 2:Design a customer – driven marketing strategy

- Segmentation
- Market Targeting
- Value proposition

Step 3: Construct an integrated marketing program that deliver superior value

Marketing mix (4Ps)
- Product (quality/variety/design/feature/brand name/packaging)
- Place (channels/ logistics/inventory/ location/transportation)
- Price (list price/ payment periods/allowance/discounts)
- Promotion (personal selling/ sales promotion/ advertising/ public relation)
Integrated marketing program

Step 4: Build profitable relationships and create customer delight

- Customer relationship management
- Customer satisfaction
- Customer perceived value

Step 5: Capture value from customers to create profits and customer equity

- Customer lifetime value
- Share of customer
- Customer equity


Task 1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization

- Explain marketing orientation


(Kotler, 2012)


Definition Costs Benefits
1 Production concept
2 Product concept
3 Selling concept
4 Marketing concept
5 Societal concept

- Identify which marketing orientation followed by your company and evaluate the benefits and costs of your company’s marketing orientation

Conclusion


References

Results (English) 1:

Step 2: Design a customer-driven marketing strategy-Segmentation-Market Targeting-Value propositionStep 3: Construct an integrated marketing program that deliver superior valueMarketing mix (4Ps)-Product (quality/variety/design/feature/brand name/packaging)-Place (channels/logistics/inventory/location/transportation)-Price (list price/payment periods/allowance/discounts)-Promotion (personal selling, sales promotion/advertising/public relation)Integrated marketing programStep 4: Build profitable relationships and create customer delight-Customer relationship management-Customer satisfaction-Customer perceived valueStep 5: Capture value from customers to create profits and customer equity-Customer lifetime value-Share of customer-Customer equityTask 1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization-Explain marketing orientation (Kotler, 2012) Definition Costs Benefits1 Production concept 2 Product concept 3 Selling concept 4 Marketing concept 5 the Societal concept -Identify which marketing orientation followed by your company and evaluate the benefits and costs of your company's marketing orientationConclusionReferences

Results (English) 2:

Step 2: Design a customer - driven marketing strategy - Segmentation - Targeting Market - Value proposition Step 3: Construct an integrated marketing program có deliver superior value marketing mix (4Ps) - Product (quality / variety / design / feature / brand name / packaging ) - Place (channels / logistics / inventory / location / transportation) - price (list price / payment periods / allowance / discounts) - Promotion (personal selling / sales promotion / advertising / public relations) Integrated marketing program Step 4: Build Profitable Relationships and create customer delight - Customer Relationship Management - Customer satisfaction - Customer Perceived value Step 5: Capture value from customers table to create profits and customer equity - Customer lifetime value - Share of customer - Customer equity Task 1.2 Evaluate the benefits and Costs of a marketing orientation for a selected organization - Explain marketing orientation (Kotler, 2012) Definition Costs Benefits 1 Production concept 2 Product concept 3 Selling concept 4 Marketing concept 5 Societal concept - Identify Which marketing orientation followed by của company and evaluate the benefits and Costs của company's marketing orientation Conclusion References