BUSN 102 Study Guide - Final Guide: Travelocity, Personal Selling, Focus Group
26 Sep 2016
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13: marketing the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings. Understanding business that have value for customers, clients, partners, and society at large: marketing in the past was more focused on helping the seller sell. Production era - the general philosophy was produce what you can because the market is limitless. Selling era - after mass production, the focus turned from production to persuasion. Marketing concept era - after wwii, a consumer spending boom developed. Businesses knew they needed to be responsive to consumers if they wanted their business. Customer relationship era - organizations seek to enhance customer satisfaction building long-term relationships. Customer relationship management (crm) learning as much as you can about customers and doing what you can to satisfy or exceed their expectations: crm allows companies to to enhance customer satisfaction and stimulate long-term customer loyalty.
