9a. Penn - Sustainable Goods - Mar 12, 2013v2

Relationship marketing internal marketing integrated

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relationship marketing, internal  marketing, integrated marketing, and socially responsive marketing . Marketing Evolution
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The four components of  holistic  marketing are  relationship marketing internal marketing integrated marketing (branding) socially responsive marketing  Marketing
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Orientation Profit driver Timeframe Description Relationship  marketing Relationship  management ] Building and  keeping good  customer relations 1960s to present  day Emphasis is placed on the whole  relationship between suppliers and customers. The aim is to provide the best possible customer service and build customer loyalty. Business  marketing Industrial  marketing Building and  keeping  relationships  between  organizations 1980s to present  day In this context, marketing takes place  between businesses  or organizations.  The product focus lies on industrial goods or capital goods rather than  consumer products or end products.  Different forms of marketing activities, such as promotion, advertising  and communication to the customer are used. Societal  marketing ] Benefit to society 1990s to present  day Similar characteristics to marketing orientation but with the  added proviso that there will be a  curtailment of any harmful activities  to  society, in either product, production, or selling methods. Integrated (Branding) Brand value 1980s to present  day In this context, "branding" refers to the integrating the  main company philosophy                               is considered to be an instrument of branding philosophy. Contemporary Marketing Approaches
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A firm in the market economy survives by: producing goods that persons are  willing and able to buy  Determining  consumer demand vital for a firm's future viability Many companies today have a  customer focus  (or market  orientation) focuses its activities and products on consumer demands three ways of doing this: the  customer-driven  approach  the market  change identification  approach  Customer Orientation
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Consumer wants are the drivers of all strategic  marketing decisions.  No strategy is pursued until it passes the  test  of consumer  research Every aspect of a market offering is reviewed nature of the product needs  of potential consumers.  The starting point is always the consumer  The rationale for this approach is that there is no  reason to spend R&D funds developing products  that people  will not buy  Consumer driven approach
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A formal approach to this customer-focused  marketing is known as  SIVA  ( Solution, Information, Value, Access ) the four Ps renamed and reworded to provide a customer  focus.  a demand/customer-centric alternative 
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