MKTG101 Lecture Notes - Lecture 12: Customer Retention, Customer Satisfaction, Brand Equity
4 Aug 2018
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Document Summary
Decisions are made to maximise customer value, based on knowledge of the market and the marketing environment. An ongoing and interrelated process of understanding, creating, communicating and delivering. The task of understanding the market, and planning, implementing and evaluating market activities. Based on an understanding of the market, the organisation can formulate a marketing plan to achieve objectives. The plan communicates how the team plans to get to where it needs/wants to be. It details how to create value, communicate the o ering and deliver the o ering to the market. Putting the plan into action is the implementation stage. Marketing metrics and other systems can be used to evaluate performance and enable adjustment. Summary statement of the overarching goals of the organisation. Speci c but high-level plan to achieve objectives re ecting overall mission of the organisation. Strategies for various business areas within an organisation to guide their contribution to achieving the overall corporate objectives.
