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CHAPTER 12 BUILDING CUSTOMER RELATIONSHIPS THROUGH EFFECTIVE MARKETING
CHAPTER 12
BUILDING CUSTOMER RELATIONSHIPS THROUGH EFFECTIVE MARKETING
MARKET & CLASSIFICATION
Market
consumer
business-to-business market
producer market
MARKETING
the activity & processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.
RELATIONSHIP MARKETING
Establishing long-term, mutually
satisfying buyer-seller relationship
CUSTOMER RELATIONSHIP
MANAGEMENT
Using information about customers to
create marketing strategies that develop
customer relationship
CUSTOMER LIFETIME VALUE
combination of purchase frequency, average value of purchases & brand switching patterns.
UTILITY
value added by marketing
FORM UTILITY
PLACE UTILITY
TIME UTILITY
POCESSION UTILITY
DEVELOPING MARKETING STRATEGIES
MARKETING STRATEGIES
TARGET MARKET
FORCES THAT MAKE UP
MARKETING ENVIRONMENT
economic forces
political forces
competitive forces
MARKETING RESEARCH
define problem
make preliminary investigation
plan research
gather fact information
interpret info
reach conclusion
TYPES OF BUYING BEHAVIOR
consumer buying behavior
business buying behavior
consumer income
MARKET SEGMENT