Marketing Managing：Profitable Customer Relationships.docVIP

Marketing Managing：Profitable Customer Relationships Marketing: Managing Profitable Customer Relationships Chapter 1 Road Map: Previewing the Concepts Define marketing and outline the steps in the marketing process1. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Road Map: Previewing the Concepts Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and strategies for building lasting customer relationships. Road Map: Previewing the Concepts Describe the major trends and forces that are changing the marketing landscape in this new age of relationships. What is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. Marketing Defined A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Needs, Wants, amp; Demands Need: State of felt deprivation including physical, social, and individual needs. Physical: Food, clothing, shelter, safety Social: Belonging, affection Individual: Learning, knowledge, self-expression Needs, Wants, amp; Demands Wants: Form that a human need takes, as shaped by culture and individual personality. Wants + Buying Power = Demand Need / Want Fulfillment Needs and Wants Fulfilled through a Marketing Offer : Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Need / Want Satisfiers Products: Persons Places Organizations Information Ideas Services Activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything. Marketing Myopia Sellers pay more attention to the specific products t