BUS 358 Lecture Notes - Lecture 2: Marketing Mix, Customer Relationship Management, Operations Management
6 Sep 2017
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Document Summary
Basic conducted w/o specific decision in mind: doesn"t address needs of specific org, attempts to expand the limits of mkting knowledge in gen, not aimed at solving pragmatic problem. Applied ask questions: focuses on how firm provides value to customers more than on physical product or production process. Focuses on how a firm provides val to customers more than on physical product/production process. Mkting oriented firm must: be customer oriented, emph long-run profitability, adopt cross-funct perspective. Idea tht major goal of mkting = build long-term relat w/ customers contrib to success. Views sale not as end of process but start of org"s relat w/ customer. Marketing rsrch can be used to support specific decisions about aspets of mkting mix. Essential that overall rsrch plan involves all elements of mkting strat. Types of marketing mix rsrch: product rsrch and pricing rsrch. Product rsrch: designed to eval and develop new products and to learn how to adapt existing product lines.
