3 CUSTOMER RELATIONSHIP MANAGEMENT BUILDING PROFITABLE RELATIONSHIP WITH

3 customer relationship management building

This preview shows page 13 - 21 out of 21 pages.

3. CUSTOMER RELATIONSHIP MANAGEMENT : BUILDING PROFITABLE RELATIONSHIP WITH CUSTOMERS.
Image of page 13

Subscribe to view the full document.

4. DEMAND MANAGEMENT : FINDING AND INCREASING DEMANDS. AFFECTING THE LEVEL, TIMING AND NATURE OF DEMAND TO HELP THE ORGANIZATION ACHIEVING ITS OBJECTIVES. 5. MANAGING MARKETING EFFORT: IF THE MARKET BEHAVIOUR IS CHANGING THEN YOU HAVE TO CHANGE YOUR MARKETING PROCEDURES ( EG: DEVELOPING NEW PRODUCTS, OPT FOR A NEW FINANCIAL STRATEGY)
Image of page 14
MARKETING MIX The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. (The Economic Times)
Image of page 15

Subscribe to view the full document.

Brassington & Pettitt (c) N Wellman 2011
Image of page 16
MAIN CONCEPTS AND TERMS MANAGING EXCHANGE SEGMENTATION AND TARGETING POSITIONING NEED- WANT- DEMANDS PRODUCT- PUBLICS- MARKETS
Image of page 17

Subscribe to view the full document.

CASE STUDY- WAITROSE
Image of page 18
CHAPTER QUESTIONS… IN A SITUATION WHERE SUPPLY EXCEEDS DEMAND, WHICH ORIENTATION WOULD YOU EXPECT MOST FIRMS TO HAVE? WHY MIGHT A CONSUMER FEEL THAT PAYING 150 POUNDS FOR A PAIR OF DESIGNER JEANS REPRESENTS GOOD VALUE FOR MONEY? WHAT NEEDS ARE MET BY BUYING FASHIONABLE CLOTHES? WHAT NEEDS MIGHT A MOTHER MEET BY BUYING A CHILD SWEETS? WHY SHOULD MARKETERS ALWAYS REFER BACK TO THE CONSUMER WHEN MAKING DECISIONS?
Image of page 19

Subscribe to view the full document.

Image of page 20
LIST OF REFERENCES BLYTHE, J(2012). ESSENTIALS OF MARKETING (FIFTH EDITION) KOTLER P AND LANE-KELLAR K (2006 STATED IN BOOK), MARKETING MANAGEMENT 12TH EDITION, PRENTICE HALL
Image of page 21
  • Fall '16
  • Marketing, Chartered Institute of Marketing

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes