MGT 103 Chapter Notes - Chapter 1-2: Customer Relationship Management, Social Cost, Privately Held Company

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Campbell

Document Summary

Process requires involvement and commitment of managers and employees throughout organization and a growing application of information, communication, and internet tech. Foundation of customer relationship is customer experience: internal response that customers have to all aspects of an organization and its offering. Includes direct (include customer"s contacts with the seller through buying, using, and obtaining service) and indirect (unplanned touches with company through word of mouth comments from other customers or reviews) contacts of the customer with the company. Ethics and social responsibility in marketing: balancing the interests of different groups. Standards of marketing practice have shifted from an emphasis on producer"s interests to consumer"s interests. Guidelines can help balance consumer, organizational, and societal interest. Many ethical issues involve only buyer and sellers, others involve society as a whole. Many marketing issues are not specifically addressed by existing laws and regulations.