MGT 3300 Lecture Notes - Lecture 3: Customer Relationship Management, Voice Of The Customer, Saccharin
Document Summary
It is often easiest to think of producers, such as manufacturers of tangible products and providers of intangible services. Intermediaries: firms that specialize in trade rather than production and execute tasks related to buying and selling. Collaborators: firms that aid in the exchange process and provide marketing functions other than buying and selling. independent product-testing laboratories; Universal functions of marketing need to be performed by someone. There can be specialization in the performance of these functions. Functions can also be shared and shifted among the marketing performers. The cornerstone of the marketing-oriented company is the marketing concept. Production orientation making whatever products are easy to produce and then trying to sell them. Marketing orientation designing marketing programs that will meet customer needs. All individuals work together to accomplish this goal; Organizations consider the triple bottom line which measures an organization"s economic, social, and environmental outcomes. Personas are profiles developed to represent key attributes/characteristics that are specific to your target audience.
