ARBUS101 Chapter Notes - Chapter 7: Text Mining, Customer Relationship Management, Relationship Marketing
27 May 2016
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Chapter 14: marketing: building customer and stakeholder relationships (textbook notes) Marketing a set of business practices designed to plan for and present an organizations" product or service (or ideas) in ways that build customer relationships or activities that buyers and sellers perform to facilitate mutually satisfying exchanges. Market a group of people with unsatisfied wants needs and the resources and willingness to buy. Find a need and fill it concept is core to marketing. Moved from helping the seller sell to helping the buyer buy. Role of the internet today sellers inform customers and cultivate customer relationships with blogs and social networking sites and buyers search for good deals and interact with each other. E. g. looking on the internet to buy a new/used car, touring school campuses. Online communities provide an opportunity to observe people (customers & others) interacting with one another, expressing their own opinions, forming relationships, and commenting on various goods & services.
