MARK301 Study Guide - Midterm Guide: Customer Relationship Management, Blood Donation, Marketing Myopia
13 Jan 2017
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Needs person feels physiologically deprived of basic necessities. Wants are needs shaped by culture and individual personality. When backed by buying power, wants become demands. Construct an integrated marketing program that delivers superior value. Capture value from customers to create profits and customer equity. Companies make offers to customers: products, services, experiences, bundles of things to satisfy the want or need, offered at a certain price, place, with promotional backing. Product, brand, design, targeting, advertising, packaging, labeling, manufacturing, shipping, Distributing, point of purchase, customer service, after sales support, warranty, returns, etc. Customers choose from among offerings based on expectations, and continue buying satisfaction. They won"t buy unless they perceive value in the exchange. Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Deals with all aspects of acquiring, keeping, and growing customers. Loyalty and retention programs build relationships and may include: Frequency marketing programs (buy 5, get 1 free)
