33:630:301 Study Guide - Final Guide: Evernote, Marketing Myopia, Infor

• School: Rutgers University
• Department: Marketing
• Course: 33:630:301
• Professor: S Schwartz

Document Summary

Understand the marketplace and customer needs and wants: analysis, the 5 cs, customers, company, competitors, collaborators, context, 2. Design a customer value-driven marketing strategy: 3. Construct an integrated marketing program that delivers superior value: decisions for 2 & 3, aspirational decisions, segmentation, targeting, positioning, marketing mix decisions (4 ps, product, place, promotion, price, 4. Engage customers, build profitable relationships, and create customer dialect: 5. Capture value from customers to create profits and: relationship management customer equity, outcomes for 4&5, customers, partners, capture value, create satisfied loyal customers, capture customer ltv. Potentially profitable but not loyal, enjoy them for the moment, capture short-term value. Low profitability, low loyalty, invest nothing in them, make $ on every transaction. Both profitable and loyal continuously (ighly loyal, not very profitable try to improve profitability or (cid:498)fire(cid:499) them different management strategies invest in the (nurture, retain, grow) Low/long-term: changing marketing landscape, digital, social, mobile, economy, nonprofit marketing, globalization, social responsibility.