MKT 100 Lecture Notes - Lecture 1: Marketing, History Of Marketing, Customer Relationship Management

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: martin mejia

Document Summary

Marketing concept focus on customer wants and needs so that the organization can distinguish its offerings from those of its competitors. Integrate all the organization"s activities including production to satisfy customer wants. Achieve long-term goals for the organization by satisfying customers" wants and needs legally and responsibly. A conversation with the customer rather than a distraction. The conversation is being led in innovative ways. Innovative ways that allow customer to talk back. The focus is on the hard sell. What if giving what the consumer wants is actually not good for the consumer or for the environment. This has led to new movements: recycling, reduced waste, greater awareness of dietary and safety issues with products. Customer satisfaction: focus on delighting the customer, retention, great roi 2% increase in retention is equal to a 10% decrease in. Relationship marketing costs: keeping and improving relationships with customers, customers preference longstanding relationship.