The Five-Step Model Of The Marketing Process

2.4 The Marketing Process There are five- step model of the marketing process.

• First - Understand the market place and customer needs and wants.

• Second - Design a customer-driven marketing strategy.

• Third - Construct and integrated marketing program that delivers superior value.

• Forth - Build profitable relationships and create customer delight.

• Finally - Capture value from customers to create profits and customer equity.

In the first four steps, companies work to under consumers, create customer value, and build strong customer relationships. In the final step, companies get the rewards of creating superior customer value. By creating value for consumer, company in turn capture value from consumers in the form of sales, profits,

Elaborating, the author proposes four situations in which the practice of atmospherics is particularly relevant for a seller. Firstly, atmospherics is important when the seller’s products are both ‘purchased and consumed.’ Here (Kotler, 1973) means that atmospherics is relevant for retail situations, since retailers have a degree of “control over the retail establishments where the final goods are bought,” unlike manufacturer companies (ibid). Secondly, (Kotler, 1973) also argues that atmospherics will become more pertinent as competition increases within the same category of retail; in order to attract and retain the customer segment. Thirdly, where price and product differences between retailers are small, (Kotler, 1973)proposes that the retail atmosphere will become an additional discriminative criterion in customers’ decision-processes regarding which retail place to visit; alongside other factors such as locational convenience and parking facilities. Finally, (Kotler, 1973)posits that atmospherics is also especially relevant for retailers whose target customer segments are distinct social classes or lifestyle buyer groups. In this case, atmospherics enables the retailer to create the overall atmosphere in line with the target market segment.

For atmosphere, exterior design and interior design are decorated accordingly by centers, also decorating with festival decoration. In many countries during Christmas time every shop are decorated with Christmas decoration. During Chinese New Year in most Asian country decorating with Chinese New Year decoration. In Myanmar, there are Patauk flower decorated for Myanmar new year in every shop/shopping centers for the atmosphere of Thingyan