BU121 Lecture Notes - Lecture 5: Customer Relationship Management
Document Summary
Marketing is an integrated system of activities designed to plan, price, promote and distribute want satisfying goods and services to present and potential customers . If the customer has a problem (or a want) they will pay companies to give them a solution to their problem. You need to give consumers something that your competitors are not, or else why would they switch: convince the customer (of your unique benefit) through consistency (this will be discussed in the reaching the customer section ) Identifying consumer needs and producing the goods/services that will satisfy them while generating profits. Integrating all of the organization"s activities to satisfy these wants/needs And satisfying customers wants/needs legally and responsibly. Consumer decision making process (textbook) example: purchasing a laptop: need recognition. When the prof changes the slide too fast, you can"t keep up with a pencil. Start to explore options that will help speed up note taking: evaluation of alternatives.
