ADMS 2200 Study Guide - Final Guide: Strategos, Dete, Retail

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Customer lifetime value: value of all purchases over a customer"s lifetime. Customer equity: total combined lifetime value of all the company"s customers. 1976: cadillac had 51% share of luxury market. Average age of cadillac buyer was 60 i. e. looking into the future, lifetime value of cadillac customers was falling. Little fit between company"s offerings and customer"s needs. Good fit between company"s offerings and customer"s needs. Limited fit between company"s offerings and customer"s needs. American marketing association: process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Malcolm mcnair: the creation and delivery of a standard of living. Philip kotler in a marketing article: getting the right goods and services to the right people at the right time at the right price with the right communication and promotion.