COMMERCE 1E03 Lecture Notes - Lecture 15: Marketing Management, Plans, Customer Relationship Management
19 May 2016
School
Department
Course
Professor
Document Summary
Behavioural segmentation: dividing the market based on behaviour with or toward a product. Brand name: a word, letter, or group of words or letters that differentiates one seller"s goods and services from those of competitors. Business-to-business (b2b): market that considers transactions between businesses. Fewer customers, larger sized customers, geographically concentrated, larger purchases, direct sales, and more personal selling. Census metropolitan area: a geographic area that has a population of 100,000 or more inhabitants. Consumer market: all the individuals or households that want goods and services for personal consumption or use. Customer relationship management (crm): learning as much as possible about customers and doing everything you can to satisfy them or even delight them with goods and services over time. Demographic segmentation: dividing the market by age, income, and education level. Environmental scanning: the process of identifying the factors that can affect marketing success.
