FM 117 Chapter Notes - Chapter 1: Customer Relationship Management, Customer Satisfaction, Marketing

• School: FIT
• Department: Fashion Business Management
• Course: FM 117
• Professor: Joelle Williams

Document Summary

The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will capture their needs: the market process. Understand the marketplace along with your customer"s needs & wants: needs, wants & demands. Needs: start of deprivation including physical, social and individual needs. Wants: the form that s human need takes, as shaped by culture & individual personality. Demands: wants + buying power (ie: money) = demands: marketing offers. Needs and wants are fulfilled through a marketing offer: some combination of products, services, information or experiences offered to market a satisfy a need or want. Brand experience: value & satisfaction, exchanging & relationships, markets. Design a strategy that speaks to that customer. Construct an integrated marketing program that delivers superior value. The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction (customer relationship management) Crm deals with all aspects of acquiring, keeping growing customers.