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Chapter 5

MGTA02H3 Chapter Notes - Chapter 5: Relationship Marketing, Customer Relationship Management, Marketing Mix


Department
Management (MGT)
Course Code
MGTA02H3
Professor
Chris Bovaird
Chapter
5

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WHAT IS MARKETING?
-marketing: planning and executing the development, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that satisfy both the buyers’ and sellers’
objectives
-we (consumers) are the key ingrediant that drives marketing. Everyday we express our need for
essentials and wants for leisures.
-marketing concept: the idea that the whole firm is directed toward serving present and
potential customers at a profit. (must follow changes in tastes that occur)
Providing Value and Satisfaction
-consumers buy products that offer the best value when it comes to meeting their needs & wants
-value: relative comparison of a product’s benefits vs. its cost
value = benefits/ cost
-benefits of a high value product are much greater than its costs
-benefits include not just the function of product but the emotional satisfaction
-costs include cost, time, emotional cost
-marketing specializes in making products that add value (than existing products, price
reduction, longer store hours)
-utility: ability of a product to satisfy a human want or need
-time utility: creates products when people want them (xmas ornaments)
-place utility: makes products available where customers can conveniently purchase them
(store opens annual xmas department)
-ownership utility: transferring ownership from store to customer (selling stuff)
-form utility: by making products available - turning raw materials into finished goods
Goods, Services, and Ideas
-consumer goods: products purchased by individuals for their personal use
-firms that sell products for personal consumption = consumer marketing
-industrial goods: products purchased by companies to produce other products
-firms that sell products to other manufacturers = industrial marketing
-services: intangible products such as time, expertise, or some activity that you can purchase
(e.g. service marking - insurance, airlines...)
-marketers also promote ideas (e.g. dont drink and drive tv ads)
-relationship marketing: a type of marketing that emphasizes lasting relationships with
customers and suppliers (e.g. banks offer incentives to encourage longer relationships
The Marketing Environment
-External environment: outside factors that influence marketing programs by posing
opportunities or threats
-political and legal environment: profound effect on business, eg. no cell phone while
driving
-social and cultural environment: changing social values force companies to develop and
promote new products for both individual consumers and industrial consumers
-technological environment: new technology forces new goods and making others obselete
-economic environment: econ. conditions determines spending patterns -> influence
marketing
MGTA04 Chapter 5
1
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