MKTG10001 Lecture Notes - Lecture 1: Customer Relationship Management, Bungee Jumping, Elementis
27 Jul 2018
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Document Summary
The process of maximising returns to stakeholders by developing exchanges with valued customers and creating an advantage for them. Marketing is the delivery of customer value and satisfaction at a profit Exchanges the provision/transfer of goods, services and ideas in return for something of value. Get value back as a return from customer satisfaction. Those involved in the marketing process (e. g. ) customers, personnel. Are the focal point of all marketing activities. Consumers people who buy things for non-commercial activities. Customers consumers who buy products from a seller. A specific group of customers on whom an organisation focuses its marketing efforts. Target specific parts of the market based on what you can offer (resources) Special k targets a mostly female health conscious consumer. The customer"s evaluation of the differences between all the benefits and all the costs of a market offering relative to those of competing offers. Value is based on customer perceptions and evaluations.
