MKTG 471 Chapter Notes - Chapter 1-2: Customer Relationship Management, Horizontal Integration, Disintermediation
19 May 2018
School
Department
Course
Professor
MKTG 471 - CH 1&2
Marketing
Identifying & meeting human & social needs
Marketing Management
The art & science of choosing target markets and getting, keeping, and growing customers
through creating, delivering and communicating superior customer value.
Wants
A specific object that might satisfy the need
Demands
Wants for specific products backed by an ability to pay; The # of ppl who are willing and bale to
buy their products
Value Proposition
A set of benefits that satisfy those needs
Offerings
A combo of products, services, information, and experiences
Impressions
When customers view a communication
Value
a combo of quality, service, and price (qsp)
Supply Chain
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The art & science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value. A specific object that might satisfy the need. Wants for specific products backed by an ability to pay; the # of ppl who are willing and bale to buy their products. A set of benefits that satisfy those needs. A combo of products, services, information, and experiences. Value a combo of quality, service, and price (qsp) A channel stretching from -raw materials -components -finished products -final buyer. A cluster of complementary products & services closely related in the minds of consumers but spread across diverse set of industries. Brick & click retailer, adding online services to their offering. Delivery of products & services by intervening in the traditional flow of goods through distribution channels ex. Increase sales and profits through backward, forward or horizontal integration within it"s industry.
