MKT 3340 Lecture Notes - Lecture 2: Customer Relationship Management, Coca-Cola Vanilla, Coca-Cola Zero Sugar

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 3340
• Professor: Prasad Ashutosh

Document Summary

Intro to market research: its role in marketing. Marketing is the activity, set of institution and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Four p"s: product, price, promotion, place, four decisions a product manager has to make. Discover consumer needs satisfy consumer needs (4 p"s) (goods, service, ideas, Experiences) market potential consumers voice of the customer discover. Production or technology driven -: people will come no matter what, paint any color as long as its black . Sales driven : creative advertising and selling will overcome consumer resistance, convince to buy. Marketing concept : find a need and fill, listen to the voice of the customer, understand the customer first, they will come, selling will be superfluous. Customer relationship: don"t celebrate closing a sale, celebrate an opening of the relationship , build relationship, make it cycle.