MGCR 352 Study Guide - Customer Relationship Management, General Idea
26 Sep 2014
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Document Summary
What is marketing and what are the. No requirements for successful factors influencing it? marketing. No breadth and depth of marketing consumer needs. Selling vs. marketing (product vs marketing orientation) An organizational function or set of processes: creating, communicating and delivering value to customers, managing customer relationships in a way to benefit the organization and stakeholders. 2: relationships with customers, alliances other organizations, ownership of shareholders, partnerships with suppliers. External (environmental forces): social social trends, behaviors, demographics, economic globalization, country"s state of economy (boom/bust, technological improvement, development, competitive market competition, market size, regulatory rules, standards and laws. Consumers" wants: needs shaped by culture, knowledge or personality (desire for something not based on physical deprivation) In effective marketing, the key is to convert needs into wants. Studying the potential customers in the market will give information about their needs to the organization"s marketing department (studies, observations, surveys etc). Identify target market: develop a marketing program:
