MKTG 2101 Chapter Notes - Chapter 1: Customer Relationship Management, Market Segmentation

• School: Temple University
• Department: Marketing
• Course: MKTG 2101
• Professor: Craig Atwater

Document Summary

Welcome to the world of marketing: create & deliver value. What is marketing: marketing ---> the activity, set of instructions, processes for creating, communicating, delivering, and exchanging o erings that have value for customers, clients, partners, and society at large, satisfying customers" needs. The marketing process: market ---> actual or potential buyers, industry ---> sellers or providers of similar product, marketplace ---> location or medium, exchange ---> one party gives up something in return for receiving something else, customer. Market offering: value ---> all bene ts minus all costs of market o ering, customer perceived value. Not all customers see value the same way: utility ---> bene ts customer receives from use of product. Tuesday, january 22, 2019: market segmentation, target marketing (targeting, choosing a value proposition. Marketing program / plan: product, price, promotion, place. Customer satisfaction: dissatis ed, satis ed, delight (very satis ed) Customer relationships: build / manage pro table relationships.