Welcome to our

presentation

Submitted to
Mollah Aminul Islam
Assistant Professor
Department Of Accounting & Information Systems

Submitted by:
Group : 1
Name
Md. Mahbubur Rahman Monir
Sontesh Rahman

ID
15132501
15132502

Pinki Nandi
Rajan Bhowmik
S. M. Raihan
Ariful Islam

15132503
15132505
15132506
15132507

Mohammad Romjan Ali

Sifat Mahmudul Islam

15132508
15132509

PRESENTATION
ON
CREATING AND CAPTURING CUSTOMER VALUE
COURSE NAME : COST ACCOUNTING-1
COURSE CODE : AIS-2102

Topic Outline
1. What Is
Marketing ?
&
Its process.
7.Capturing value from
customer

6. Building
Customer
Relationships.

5. Preparing an
Integrated Marketing
Plan and Program.

2. Understand the
Marketplace and
Customer Needs.

3. Designing a
Customer-Driven
Marketing Strategy.

4. Marketing
Management
orientations.

Sifat Mahmudul Islam

Roll: 15132509

Topic Name:
Marketing & its definition

Marketing
Managing profitable
customer relationship

Simply Defined

It is a process by
which companies
Broadly Defined

Create values for

customer
Build strong customer
relationship

In order to
capturing value
in return

Goals of Marketing
To attract new customers by
promising superior value
To keep and grow current customers
by delivering satisfation

Md. Mahbubur Rahman Monir

Roll: 15132501

Topic Name:
The marketing Process.

The Marketing Process

Understanding
the market
place and
customer
needs and
wants

Design a
customerdriven
marketing
strategy

Construct
integrated
marketing

Build
profitable
relationship
and create
customer
delight

Capturing
value from
customers to
create profits
and customer
Equity

Sontesh Rahman
Roll: 15132502

Topic Name:
Understanding the marketplace customer need
want and demand.

Understanding the Marketplace and Customer Needs

Customer Needs, Wants, and Demands

Needs

Feel of deprivation

Wants

Form of human needs

take as shaped by
cultural and individual
personality.

Demands

Human wants that are

backed by buying power.

Understanding the Marketplace and Customer

Needs
Market offerings are some
combination of products,
services, information, or
experiences offered to a
market to satisfy a need or
want

Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer needs

Customer Value and Satisfaction

Customer Form Expectation about
Value and satisfaction that
different market offerings will
deliver.

Exchange and Relationship

Exchange is the act of
obtaining a desired object
from someone by offering
something in return

Market
Markets are the set of actual and
potential buyers of a product

Pinki Nandi
Roll: 15132503

Topic Name:
Designing customer-driven marketing strategy.

Designing a Customer-Driven Marketing strategy

Marketing
management is the
art and science of
choosing target
markets and building
profitable relationships
with them

What
customers
will we
serve?

How can we
best serve
these
customers?

What
customers
will we
serve?

Market
segmentation
refers to dividing
the markets into
segments of
customers

Target marketing
refers to which
segments to go
after

Value proposition Set of

benefits or values a company
promises to deliver to
customers to satisfy their
needs

Rajan Bowhmik
Roll: 15132505

Topic Name:
Marketing Management orientations.

Designing a Customer-Driven
Marketing Strategy

Marketing Management
Orientations

Producti
on
concept

Product
concept

Selling
concept

Marketin
g
concept

Societal
concept

Producti
on
concept

Production concept is
the idea that
consumers will favor
products that are
available or highly
affordable

Produc
t
concep
t

Product concept is the idea

that consumers will favor
products that offer the most
quality, performance, and
features. Organization should
therefore devote its energy to
making continuous product
improvements.

Selling
concep
t

Selling concept is the

idea that consumers will
not buy enough of the
firms products unless it
undertakes a large scale
selling and promotion effort

Marketi
ng
concept

Marketing concept is the idea

that achieving organizational
goals depends on knowing the
needs and wants of the target
markets and delivering the
desired satisfactions better than
competitors do

Society

Societal
marketi
ng
concept

Societal marketing concept

is the idea that a company
should make good marketing
decisions by considering
consumers wants, the
companys requirements,
consumers long-term
interests, and societys longrun interests

Societal
marketi
ng
concept
Consumer

Company

Ariful Islam
Roll: 15132507

Topic Name:
Preparing integrated marketing plan and
program.

The Major Marketing Mix

tools
Product

Promoti
on

Price

Place

Product

A good, idea or
information
Satisfy a need or
want
Offered to market
Seller offers a
buyer for
purchase
Can be tangible
or intangible

Price

A value.
A quantity of
payment.
Capable to purchase
a good or service.
Exchange for
transfer of
ownership.
A buyer is willing to
pay.
A seller is willing to
accept.

Place

Location of the
market
Means of
distribution
Main business
transection
are executed

Promotio
n

Raising customer
awareness of a
product.
Generating sales.
Advance of a
product or idea.
Creating brand
loyalty.

S. M. Raihan
Roll: 15132506

Topic Name:
Building customer relationships.

Building Customer
Relationships
Customer
Relationsh
ip
Managem
ent (CRM)

The overall process of

building and maintaining
profitable customer
relationships by
delivering superior
customer value and
satisfaction

Relationship Building Blocks: Customer Value and

Satisfaction
Customerperceived
value
The
difference
between
total
customer
value and
total
customer
cost

Customer
satisfaction
The extent
to which a
products
perceived
performanc
e matches a
buyers
expectation
s

Customer Relationship Levels and Tools

Basic
relationshi
p
Full
partnershi
p

The Changing Nature of Customer

Relationships

Relating more
Relating with more
deeply and
carefully selected
interactively by
customers uses
incorporating more
selective
interactive two way
relationship
relationships
management to
through blogs,
target fewer, more
Websites, online
profitable customers communities and
social networks

Customer-managed
relationships

Marketing relationships in
which customers empowered
by todays new digital
technologies, interact with
companies and with each
other to shape their
relationships with brands

Partner
relations
hip
manage
ment

Partner relationship
management involves
working closely with partners in
other company departments
and outside the company to
jointly bring greater value to
customers.
Two types of partners:
Partners inside the Company
Partner outside the company

Partner
s
inside
and
outside
the
compa
ny

Partners inside
the company is
every function
area
interacting
with customers
Electronically
Cross-functional
teams

Partners outside
the company is
how marketers
connect with
their suppliers,
channel partners,
and competitors
by developing
partnerships

Mohammad Romjan Ali

Roll: 15132508

Topic Name:
Capturing value from customer.

Capturing Value from Customers

Creatin
g
Custom
er
Loyalty
and
Retenti
on

Customer lifetime
value is the value of
the entire stream of
purchases that the
customer would make
over a lifetime of
patronage.

Growing Share of
customers

Share of customer
is the portion of the
customers
purchasing that a
company gets in its
product categories.

Customer equity
Customer equity is the
total combined customer
lifetime values of all of
the companys
customers

Building Customer Equity

Right relationships
with the right
Different types of
customers
customers require
involves treating
different
customers as
relationship
assets that need
management
to be managed
strategies
and maximized

Thank You
All