UGBA 10 Chapter Notes - Chapter pg. 200-205: Customer Relationship Management, Marketing Mix, Psychographic

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Omar Romero-Hernandez

Document Summary

Planning marketing: partnering to build customer relationships : intro. Est. what kinds of businesses company will operate. All departments must work together to accomplish strategic objectives: marketing plays key role in strategic planning. Consumer engagement & value = key to marketer formula for success. Value chain - series of internal departments that carry out value-creating activities to design, produce, market, deliver and support firm"s products: partnering with other company departments. But marketing makes company think consumer : partnering with others in marketing system. Firms need to look beyond internal value chain to value chains fo suppliers, distributors and customers. Value delivery network - network composed of company, suppliers, distributors and ultimately customers who partner w/ each other to improve performance of entire system in delivering customer value: marketing strategy and the marketing mix. Goal = create value for customers and build profitable customer relationships. Marketing strategy- logic by which company hopes to create customer value and achieve profitable customer relationships.