MMK101 Study Guide - Final Guide: Marketing Channel, Intangibility, Psychographic
Document Summary
The activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. He set of benefits or values that a marketing organisation promises to deliver to customers to satisfy their needs. Opposite of marketing, aims to discourage the purchase of a product or use of a service such as drink driving, smoking etc. The process of building and maintaining profitable relationships by providing superior customer value and satisfaction. Also known as loyalty marketing programs things such as qantas frequent flyer. Builds personal relationships that are interactive with the company. Customer lifetime value the value of an entire stream of purchases that the customer would make over a lifetime patronage. Process of developing and maintaining strategic fit between the organisations fgoals and the capabilities and its changing marketing oppurtunities. Dividing a market into distinct groups of buyers based on characteristics or behaviours.
