Marketing Essay

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CHP1-CREATING & CAPTURING CUSTOMER VALUE WHAT IS MARKETING? Marketing is managing profitable customer relationships. To attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Customer Value: Customer Perceived Value—the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer Satisfaction: The extent to which a product’s perceived performance matches a buyer’s expectations. ie. Ritz-Carlton “Hizmette Memorable Experience olusturacak kadar uç noktaya gidiliyor!” Marketing Defined: Mktg is a social and managerial process by which, individuals and organizations obtain what they need and want thru creating and excahnging value with others. Customer Relationship Levels and Tools: Frequency Marketing Programs ; Club Marketing Programs Ie. “Supply Management Online” system of McKesson Corporation helps retailer customers manage their inventories, orders and shelf space. The Marketing Process The Changing Nature of Cust. Relationships (Recent Trends) -Selective Relationship Management: Relating with more carefully selected customers. o Profitability analysis: ie. Angels & Demons policy of Best Buy -Interacive & Deep Relations: o Consumer Generated Marketing: Mktg messages, ads and other brand exchanges created by consumers themselves –both invited and uninvited. o Attraction rather than intrusion o Direct marketing and social networks, instead of mass marketing, UNDERSTANDING THE MARKETPLACE & CUSTOMER NEEDS Customer Needs, Wants, And Demands • • • Needs are states of felt deprivation Wants are the human needs that are shaped by culture and personality When backed by buying power wants become Demands. Partner Relationship Management Marketing Partners Inside The Company: Company people

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