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C1 Creating Customer Value and Engagement (The changing marketing…

- - - - Market Segmentation
      - Target Market
    - - Differentiation
      - Positioning
    - - Production Concept
        
        consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency
      - Product Concept
        
        consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements.
      - Selling Concept
        
        The idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort.
      - Marketing Concept
        
        A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
      - Societal Marketing Concept
        
        The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.
      - design strategies that will engage target customers and build profitable relationships with them
- - - - Relationship Building Blocks: Customer Value and Satisfaction
      - Customer Relationship Levels and Tools