200083 Lecture Notes - Lecture 1: Customer Relationship Management, No. 5 Group Raf, Marketing Management
Marketing principles
-Overview of marketing process and how it works
-how organisations use marketing decisions to satisfy customer needs
Asessments:
-Individual Learning portfolio (35%)
4 individual pieces of work –due week 5
-Group project (30%) – (Marketing plan for selected group of consumers- RMVS
Final examination-short answer
Chapter 1 )DEFINING MARKETING/MARKETING PROCCESS NOTES
1.1-Define marketing +steps in marketing proccess
1.2-explain importance of understanding customers and the marketplace and identify five
core market concepts
1.3-identify key elements of customer driven marketing strategy and discuss marketing
management orientations that guide marketing strategy
1.4-discuss customer relationship management and identify strategies for creating value
for customers and capturing value from customers in return
1.5-describe main trends and forces that are changing in the marketing landscape in this
age of relationships
1.1-
Marketing:
How organisations use marketing decisions to satisfy customer needs
-, process for creating, communicating offerings
AIMS:
-managing profitable customer relationships
1) step 1-4 -attracting new customers-promising superior value
step 5)-keeping/growing customers-deliver satisfaction
MARKETING PROCCESS:
1.2)imp . of understanding customers-
Customer needs,wants,demands
5 market concepts: NMVEM
Needs-states of felt deprivation-
Document Summary
Overview of marketing proce ss and how it works. How organisations use marketing decisions to satisfy customer needs. 4 individual pieces of work due week 5. Group project (30%) (marketing plan for selected group of consumers- rmvs. 1. 2-explain importance of understanding customers and the marketplace and identify five core market concepts. 1. 3-identify key elements of customer driven marketing strategy and discuss marketing management orientations that guide marketing strategy. 1. 4-discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. 1. 5-describe main trends and forces that are changing in the marketing landscape in this age of relationships. Managing profitable customer relationships: step 1-4 -attracting new customers-promising superior value step 5)-keeping/growing customers-deliver satisfaction. 2)market offerings: combo of goods,services offered to market to satisfy need or want. Goods/services:distinguish bw products with physical form + those that don"t myopia-mistake of paying more attention to specific products a company offers that to benefits/experiences offered.
