COMM 223 Study Guide - Midterm Guide: Value Proposition, Marketing Myopia, Customer Experience
7 Mar 2018
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Goal is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. It"s less of what it was before, making a sale, but now its more in the sense of satisfying customer needs. Creating value for customers and building strong relationships to capture value from customers in return. Understand the marketplace and customers needs and wants. Construct an integrated marketing program that delivers superior value. Build profitable relationships and create customer delight. Build strong relationships with chosen customers and marketing partners. Capture value from customers to create profits and customer equity. Needs are the individual basics, physical, social. Demand is the sum of wants and buying power. Common wants and needs satisfied through exchange. You need to to choose target markets and build profitable relationships with them. You need to find, attract, keep and increase the number of customers by providing value. Value proposition ( the benefits promised to deliver to consumers.
