chapter 13 (NMM) - NMM AEM 1200 Intro to Bus Mgmt Chapter...

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NMM – AEM 1200 Intro to Bus Mgmt Chapter 13: Marketing – Building Customer and Stakeholder  Relationships WHAT IS MARKETING  Marketing  Process of planning and executing the conception, pricing, promotion, and distribution of  goods and services to facilitate exchanges that satisfy individual and organizational  objectives The evolution of marketing Era of Production : till about 1930, there was a focus on unlimited production b/c of  limited production capability … so demand for products was always much bigger than  supply. Era of Sales : between 1920 and 1970, as mass-production techniques evolved (i.e.  assembly lines), companies began focusing on selling and advertising Era of Marketing Concept : between WWII and 1990s, as the baby boom launched, a  concomitant increase in consumer spending also began; businesses focused on  responsiveness to customers through a 3-part business philosophy o Customer orientation:  find out what customers want and provide it o Service orientation:  make sure that every employee has the same objective – to  satisfy customers, i.e. make sure the effort is total and integrated in the  organization. o Profit orientation:  focus on the most profitable goods and enable the company to  expand to serve more customer wants and needs Era of Customer Relationship : between 1990s till current o Customer Relationship Management (CRM):  the process of learning as much  as possible about customers and doing everything you can to satisfy them – or  even exceed their expectations – with goods and services over time
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This note was uploaded on 08/28/2009 for the course AEM 1200 taught by Professor Perez,p.d. during the Fall '06 term at Cornell University (Engineering School).

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chapter 13 (NMM) - NMM AEM 1200 Intro to Bus Mgmt Chapter...

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