COMM 223 Study Guide - Midterm Guide: Air Canada, Customer Relationship Management, Upselling

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Juicep Lim

Document Summary

Five marketing stages (not 4, possibly 6, definitely fiveeeee) Stage 2: designing customer-driven strategy: production concept: mass distribution, low cost, high production efficiency, product concept: continuous product improvements, no customer inputs, leads to maketing. Stage 3: construct marketing plan to deliver superior value: build customer relationships by transforming the marketing strategy into action (includes 4p"s) Stage 4: customer relationship management (crm: process of building/maintaining profitable customer relationships by delivering superior value and satisfaction, cheaper to retain customers instead of attracting new customers.