Five-Step Marketing Model

The entire diagram show the five-step model of marketing process. There are five elements in the five-step model marketing process which are understand the marketplace and customer needs and wants, design a customer-driven marketing strategy, construct an integrated marketing program that delivers superior value, build profitable relationships and create customer delight, and capture value from customers to create profits and customer equity. A company will normally carry out the five-step of marketing process in order to get and keep customers loyal to the company. The company will create value for customers and build strong customer relationships by providing best products and services to the customers in the first four step of marketing

Marketing management of a company have to design a customer-driven marketing strategy in order to get, attract and retain loyalty of customers. When designing a good marketing strategy, a company have to choose their target markets and build profitable relationships with them. The company have to segment the markets and select their target markets as a company are do not have the ability to serve all the customers well in a market. KFC Malaysia as a fast food restaurant in the Malaysia market, have to decide their target markets through market segmentation. For example, KFC Malaysia has chosen family as one of their target market, so they offer them three sets of family feast combos with different pieces of fried chicken per set. A family can choose and purchase the family feast combos based on the number of family members at a reasonable price. Thus, KFC Malaysia is able to fulfil and serve their target markets well as well as building relationships with

A company not only offering products and services to the customers but also giving benefits to them so that the company can exceed the customers’ expectation and increase their satisfaction. For example, KFC Malaysia offers foods in a shorter period of time. KFC Malaysia benefits the customers who busy working and insufficient time to eat by reducing the waiting time to obtain and collect their ordered foods. In addition, KFC Malaysia concerns on the healthies of customers as the obesity problems is increasing. They show the calorie content of every single items they offered to their customers alongside the prices on the menu board above the counters, so that every customers can understand clearly the amount of calorie they take (Cave, 2011). KFC Malaysia provide conveniences to the customers who demand to eat KFC but concern on their healthy especially those who facing obesity problem by offering nutritional and calorie information online. Therefore, customers can check and calculate the nutrition and amount of calories of the foods earlier without queueing at the counter (KFC Malaysia,