Instructor
,Marketing An Introduction 8e (Canadian Edition) By Gary
Armstrong, Philip Kotler, Valerie Trifts, Danielle Wilson
Table of Contents
Chapter 1: Marketing: Creating Consumer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build
Customer Engagement, Value, and Relationships
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Understanding Consumer and Business Buyer Behaviour
Chapter 6: Customer Value–Driven Marketing Strategy: Creating Value
for Target Customers
Chapter 7: Products, Services, and Brands: Building Customer Value
Chapter 8: Developing New Products and Managing the Product Life
Cycle
Chapter 9: Pricing: Understanding and Capturing Customer Value
Chapter 10: Marketing Channels: Delivering Customer Value
Chapter 11: Retailing and Wholesaling
Chapter 12: Engaging Consumers and Communicating Customer Value:
Marketing Communications
Chapter 13: Engaging Consumers and Communicating Customer Value:
Search Engines, Social Media, Mobile, and Analytics
Chapter 14: The Global Marketplace
Chapter 15: Sustainable Marketing: Social Responsibility and Ethics
, CHAPTER 1
MARKETING: CREATING CONSUMER VALUE AND ENGAGEMENT
PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES
1.1 Define marketing and outline the steps in the marketing process.
1.2 Explain the importance of understanding the marketplace and consumers and
identify the five core marketplace concepts.
1.3 Identify the key elements of a consumer-centric and value-driven marketing
strategy and discuss how the marketing management lenses guide marketing
strategy.
1.4 Discuss customer relationship management and identify strategies for creating
value for customers and capturing value from consumers in return.
1.5 Describe the major trends and forces that are changing the marketing landscape in
this age of relationships.
JUST THE BASICS
CHAPTER OVERVIEW
Marketing is managing profitable customer relationships.
The aim of marketing is to create value for customers and to capture value in return.
Chapter 1 is organized around five steps in the marketing process (see Figure 1.1) – from
understanding customer needs, to designing customer-driven marketing strategies and
programs, to building customer relationships and capturing value for the firm.
ANNOTATED CHAPTER NOTES/OUTLINE
Amazon: Obsessed with Creating Consumer Value, Engagement, and Relationships
When you think of shopping online—or of shopping anywhere, for that matter—chances
are good that you think first of Amazon.
The online pioneer first opened its virtual doors in 1995, selling books. Amazon is
rapidly moving beyond online selling, not just into physical stores but also into video and
music streaming, cloud services, and the Internet of Things. If one company represents
where the world is now headed, it’s probably Amazon.
Its annual sales have rocketed from a modest $150 million in 1997 to almost US$469.822
billion in 2021. In 2022, the company had more than 172 million Amazon Prime
members around the world (more than double the number from 2016). Amazon also had
the biggest global shopping event in the company’s history on Prime Day, selling over
100 million items in 36 hours.
1-1
Copyright © 2025 .
, As of June 2021, Amazon is the largest retailer in the U.S., ahead of Walmart.
What has made Amazon such an amazing success story? Jeff Bezos puts it in three
simple words: “Obsess over customers.” To its core, the company is relentlessly customer
driven.
Amazon wants to deliver a special experience to every customer.
Visitors to Amazon.com receive a unique blend of benefits: huge selection, good value,
low prices, and convenience. But it’s the “discovery” factor that makes the buying
experience really special.
Amazon does much more than just sell goods online. It engages customers and creates
direct, personalized customer relationships and satisfying experiences.
Amazon’s innovations have made the order and delivery process a breeze.
As Walmart and other store retailers are increasingly invading Amazon’s digital domain,
the online retailer is now invading their brick-and-mortar worlds. Amazon is expanding
its physical store presence further with store concepts such as Amazon Pop-Up, Amazon
4-Star (selections of top-rated or trending items), and Amazon Fresh (assortments of
fresh and prepared food).
Amazon has become the poster child for companies that are obsessively and successfully
focused on delivering customer value. “Our customers are loyal to us right up until the
second somebody offers them a better service,” says Bezos.
WHAT IS MARKETING?
A simple definition of marketing is engaging customers and managing profitable
customer relationships.
Marketing must both attract new customers and grow the current customers.
Every organization must perform marketing functions, not just for-profit companies.
Non-profits (universities, hospitals, churches, etc.) also must perform marketing.
Marketing Defined
Most people think of marketing as selling and/or advertising—“telling and selling.”
Selling and advertising are only part of a larger marketing mix—a set of marketing tools
that work together to satisfy customer needs and build customer relationships.
,Marketing An Introduction 8e (Canadian Edition) By Gary
Armstrong, Philip Kotler, Valerie Trifts, Danielle Wilson
Table of Contents
Chapter 1: Marketing: Creating Consumer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build
Customer Engagement, Value, and Relationships
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Understanding Consumer and Business Buyer Behaviour
Chapter 6: Customer Value–Driven Marketing Strategy: Creating Value
for Target Customers
Chapter 7: Products, Services, and Brands: Building Customer Value
Chapter 8: Developing New Products and Managing the Product Life
Cycle
Chapter 9: Pricing: Understanding and Capturing Customer Value
Chapter 10: Marketing Channels: Delivering Customer Value
Chapter 11: Retailing and Wholesaling
Chapter 12: Engaging Consumers and Communicating Customer Value:
Marketing Communications
Chapter 13: Engaging Consumers and Communicating Customer Value:
Search Engines, Social Media, Mobile, and Analytics
Chapter 14: The Global Marketplace
Chapter 15: Sustainable Marketing: Social Responsibility and Ethics
, CHAPTER 1
MARKETING: CREATING CONSUMER VALUE AND ENGAGEMENT
PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES
1.1 Define marketing and outline the steps in the marketing process.
1.2 Explain the importance of understanding the marketplace and consumers and
identify the five core marketplace concepts.
1.3 Identify the key elements of a consumer-centric and value-driven marketing
strategy and discuss how the marketing management lenses guide marketing
strategy.
1.4 Discuss customer relationship management and identify strategies for creating
value for customers and capturing value from consumers in return.
1.5 Describe the major trends and forces that are changing the marketing landscape in
this age of relationships.
JUST THE BASICS
CHAPTER OVERVIEW
Marketing is managing profitable customer relationships.
The aim of marketing is to create value for customers and to capture value in return.
Chapter 1 is organized around five steps in the marketing process (see Figure 1.1) – from
understanding customer needs, to designing customer-driven marketing strategies and
programs, to building customer relationships and capturing value for the firm.
ANNOTATED CHAPTER NOTES/OUTLINE
Amazon: Obsessed with Creating Consumer Value, Engagement, and Relationships
When you think of shopping online—or of shopping anywhere, for that matter—chances
are good that you think first of Amazon.
The online pioneer first opened its virtual doors in 1995, selling books. Amazon is
rapidly moving beyond online selling, not just into physical stores but also into video and
music streaming, cloud services, and the Internet of Things. If one company represents
where the world is now headed, it’s probably Amazon.
Its annual sales have rocketed from a modest $150 million in 1997 to almost US$469.822
billion in 2021. In 2022, the company had more than 172 million Amazon Prime
members around the world (more than double the number from 2016). Amazon also had
the biggest global shopping event in the company’s history on Prime Day, selling over
100 million items in 36 hours.
1-1
Copyright © 2025 .
, As of June 2021, Amazon is the largest retailer in the U.S., ahead of Walmart.
What has made Amazon such an amazing success story? Jeff Bezos puts it in three
simple words: “Obsess over customers.” To its core, the company is relentlessly customer
driven.
Amazon wants to deliver a special experience to every customer.
Visitors to Amazon.com receive a unique blend of benefits: huge selection, good value,
low prices, and convenience. But it’s the “discovery” factor that makes the buying
experience really special.
Amazon does much more than just sell goods online. It engages customers and creates
direct, personalized customer relationships and satisfying experiences.
Amazon’s innovations have made the order and delivery process a breeze.
As Walmart and other store retailers are increasingly invading Amazon’s digital domain,
the online retailer is now invading their brick-and-mortar worlds. Amazon is expanding
its physical store presence further with store concepts such as Amazon Pop-Up, Amazon
4-Star (selections of top-rated or trending items), and Amazon Fresh (assortments of
fresh and prepared food).
Amazon has become the poster child for companies that are obsessively and successfully
focused on delivering customer value. “Our customers are loyal to us right up until the
second somebody offers them a better service,” says Bezos.
WHAT IS MARKETING?
A simple definition of marketing is engaging customers and managing profitable
customer relationships.
Marketing must both attract new customers and grow the current customers.
Every organization must perform marketing functions, not just for-profit companies.
Non-profits (universities, hospitals, churches, etc.) also must perform marketing.
Marketing Defined
Most people think of marketing as selling and/or advertising—“telling and selling.”
Selling and advertising are only part of a larger marketing mix—a set of marketing tools
that work together to satisfy customer needs and build customer relationships.
