Ch._1 - Marketing: Marketing: Managing Profitable Customer...

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Unformatted text preview: Marketing: Marketing: Managing Profitable Customer Managing Profitable Customer Relationships Relationships 1 1-2 Marketing Defined A social and managerial A social and managerial process by which individuals process by which individuals and groups obtain what they and groups obtain what they need and want through need and want through creating and exchanging creating and exchanging products and value with products and value with others. others. 1-3 A Simple Model of the Marketing Process Understand the marketplace and customer needs and wants Capture value from customers to create profits and customer equity Create value for customers and build customer relationships Capture value from customers in return Design a customer- driven marketing strategy Build profitable relationships and create customer delight Construct a marketing program that delivers superior value 1-4 Products Anything that can be Offered to a Market to Satisfy a Need or Want Persons Places Organizations Ideas Information What Satisfies Consumers’ Needs and Wants? Services Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything 1-5 Marketing Myopia...
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This note was uploaded on 09/11/2008 for the course BNAD 303 taught by Professor Hardesty during the Spring '07 term at Arizona.

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Ch._1 - Marketing: Marketing: Managing Profitable Customer...

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