BUSI 2204 Chapter Notes -Customer Satisfaction, Customer Relationship Management, Customer Engagement
Document Summary
Focus on consumer satisfaction in target market and consistent marketing. Marketing is engaging customers and managing profitable customer relationships. Marketing is no longer just about making a sale - it"s about satisfying the customer. This means providing extra superior customer value with regards to price, distribution, promotion and selling. It"s about engaging customers, building strong customer relationships and creating customer value in order to capture value from customers in return. Designing a customer value-driven marketing strategy: selecting the customers to serve, decided through customer segmentation and target marketing (consumer management and demand management) i. Consumers will favour products that are available and highly affordable. Focus on improving production and distribution efficiency. Consumers will favour products that offer the most quality, performance and. Can only focus on a better product, because maybe consumers are looking for an overall better solution that is done with a completely different product must also consider making the designs, packages and pricing attractive.
