ARE 3222 Lecture Notes - Lecture 12: Strategic Alliance, History Of Marketing, Customer Relationship Management
29 Jan 2020
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Find a need and fill it. : relationship: since 1990s: long-term relationships with customers and other partners lead to success effective tool , social: since 2000s: connecting to consumers via internet and social media sites is an. More weight is being placed on social media for marketing to consumers recently. Production orientation- stressing efficiency in producing a quality product, with the attitude toward marketing that a good product will sell itself . Business success was defined solely in terms of production successes characterized by production shortages and intense consumer demand. Shift from a sellers market to a buyers market. A strong buyers market created the need for consumer orientation. Marketing concept- a companywide consumer orientation to achieve long-run success. A strong market orientation improves market success and overall performance. Emerged during the 1990s and continues to grow in importance. Relationship marketing - developing long-term, value added relationship over time with customers and suppliers.
