GEB 2011 Study Guide - Quiz Guide: Customer Relationship Management, Travelocity, Test Market
Document Summary
Learning as much as you can about customers and doing what you can to satisfy or exceed their expectations. Businesses enhance customer satisfaction building long-term relationships ex. Includes: advertising, word of mouth, personal/selling, sales promotion, public relations. Doesn"t always provide all the needed info for marketers. All the individuals or households that want goods and services for personal use and have the resources to buy them. Individuals and organizations that buy goods and services to use in production or to sell, rent, or supply to others. Market segmentation divides the total market into groups with similar characteristics. Target marketing selecting which segment an organization can serve profitably. Geographic segmentation dividing the market by cities, countries, states, or regions. Demographic dividing market by age, income, education, other demo variables. Convenience goods and services products consumers purchase frequently with minimal effort. These include: candy and snacks, gas, milk and eggs.
