Lect1_presentation_student（16页）.pptVIP

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989) Efficiency and Effectiveness The Marketing Concept Production Orientation Marketing Orientation Evolution of theMarketing Concept Market-driven Management Creating Customer Value Product benefits Service benefits Relational benefits Image benefits Monetary costs Time costs Energy costs Psychological costs Creating Customer Satisfaction Brittany Ferries Brittany Ferries