Global Competition, Customer Value, and Customer RelationshipsCustomer Value Relationship Marketing and the Marketing Program Relationship Marketing: Easy to UnderstandRelationship Marketing Relationship Marketing: Difficult to Implement The Marketing ProgramMarketing Program THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT
FIGURE 1-6 FIGURE 1-6 Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.
Evolution of Market Orientation Production Era Sales Era The Marketing Concept EraMarketing Concept The Market Orientation EraMarket Orientation Customer relationship management (CRM) Customer relationship management (CRM) HOW MARKETING BECAME SO IMPORTANT
FIGURE 1-7 FIGURE 1-7 Four different orientations in the history of American business
Ethics and Social Responsibility: Balancing the Interests of Different Groups Ethics Social Responsibility Societal marketing concept Societal marketing concept Macromarketing Macromarketing Micromarketing Micromarketing HOW MARKETING BECAME SO IMPORTANT
The Breadth and Depth of Marketing Who Markets? What is Marketed? HOW MARKETING BECAME SO IMPORTANT
The Breadth and Depth of Marketing (cont) Who Buys and Uses What is Marketed? Ultimate consumers Ultimate consumers Organizational buyers Organizational buyers Who Benefits? How Do Consumers Benefit? Utility Utility HOW MARKETING BECAME SO IMPORTANT