MKT 337 Chapter Notes - Chapter 1: Shake Shack, Customer Relationship Management, Relationship Marketing
Document Summary
Sales and market orientations can be compared in terms of 5 characteristics: the organization"s focus, the firm"s business, those to whom the product is directed, the firm"s primary goal, the tools used to achieve the organization"s goals. Personnel are inward looking, focusing on selling goods rather than making what the market wants: historically, technology, Companies put customers at the center of their business: ex. Zappos innovation, and economies of scale allowed companies to focus their efforts internally and still prosper. Customer value is the relationship between benefits and the sacrifice necessary to obtain those benefits (not simply high quality or low price). Customers value goods and services that are of the quality they expect and that are sold at prices they are willing to pay. Shake shack sells its burgers for higher than average prices but targets customers that care about. Where their food is coming from and how it was raised.
