Mar 3503 Lecture Notes - Lecture 1: Customer Relationship Management, Marketing Strategy
Document Summary
An organization should satisfy consumer needs and wants in order to make a profit. The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives. Involves thoughts and feelings people experience and actions they perform in the consumption processes. Includes all things in the environment that influence thoughts, feelings, and actions. Exhibit 1. 1 - approaches to the study of consumer behavior. Exhibit 1. 2 - relationship among action-oriented groups in consumer behavior. Design, implementation, and control of a plan to influence exchanges to achieve organizational objectives. In consumer markets, these are designed to: Increase chances of favorable thoughts and feelings of particular products, services and brands among consumers. Increase chances of usage of services offered by consumers. Involves developing and presenting marketing stimuli directed at selected target markets to influence: Essence is to understand markets, develop and implement superior strategies to attract and hold them profitably.
