MGMA01H3 Chapter Notes -Inside Out Music, Customer Relationship Management, Customer Satisfaction
20 Jan 2013
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Document Summary
Marketing mix: a set of marketing tools that work together to satisfy customer needs and build strong lasting customer relationship. Definition: marketing is the activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large . Not only focus on customers and profitability. Marketers must also recognize the needs and rights of other groups affected by marketing decisions the firm"s stakeholders (i. e. employees, unions, government, competitors, etc. ) Two goals: 1) attract new customers by promising superior values. 2) keep and grow current customers by delivering satisfaction. Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Just like cass, we offer services, experience, information, and product! Marketing myopia: the mistake of paying more attention to the specific products a company offers instead of its benefits and experiences produced by these products.
