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    Chapter 1

    Uploaded by

    Sharif Eisa

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    © All Rights Reserved
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    Chapter 1

    Uploaded by

    Sharif Eisa
    0 views3 pages

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    chapter 1

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    0 views3 pages

    Chapter 1

    Uploaded by

    Sharif Eisa

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 3

    • Marketing is managing profitable customer relationships

     Attracting new customers


     Retaining and growing current customers
    • “Marketing” is NOT synonymous with “sales” or
    “advertising”
    • Kotler’s social definition:
    “Marketing is a social and managerial process
    by which individuals and groups obtain their
    needs through creating and exchanging
    products and value.”

    • Marketing management is “the art and science of


    choosing target markets and building profitable
    relationships with them.”
     Creating, delivering and communicating
    superior customer value is key.
    • Customer Management:
     Marketers select customers that can be served
    well and profitably.
    • Demand Management:
     Marketers must deal with different demand
    states ranging from no demand to too much
    demand.
    Management
    Orientations
    • Production concept
    • Product concept
    • Societal marketing concept
    • Selling concept
    • Marketing concept

    • CRM – Customer relationship management . . .


    “is the overall process of building and maintaining
    profitable customer relationships through superior
    customer
    • It costs 5 to 10 times MORE to attract a new customer
    than it does to keep a current customer satisfied.
    • Marketers must be concerned with the lifetime value of
    the customer.

    CRM Key Concepts


    • Attracting, retaining and growing customers
    • Customer value/satisfaction
    • Loyalty and retention
    • Growing share of customer

    • Building customer relationships and customer equity


    • Customer equity
    • Customer relationship levels and tools

    Marketing Challenges

    • Technological advances, rapid globalization, and


    continuing social and economic shifts are causing
    marketplace changes.
    • Major marketing developments can be grouped under
    the theme of connecting.
    Connecting:
    • Via technology
    • Advances in computers, telecommunications,
    video-conferencing, etc. are major forces.
     Databases allow for customization of
    products, messages and analysis of
    needs.
    • The Internet
     Facilitates anytime, anywhere connections
     Facilitates CRM
     Creates marketspaces
    • With customers
    • Selective relationship management is key.
    • Growing “share of customer”
    • Direct sales to buyers are growing.
    • With marketing partners

    • Partner relationship management involves:


     Connecting inside the company
     Connecting with outside partners
     Supply chain management
     Strategic alliances

    • With the world


    • Globalization
     Competition
     New opportunities
    • Greater concern for environmental and social
    responsibility
    • Increased marketing by nonprofit and public-sector
    entities

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