1. DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
CHAPTER 1
DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING

2. WHAT IS MARKETING? Marketing: Using Exchanges to Satisfy Needs
Marketing focuses on discovering and satisfying consumer needs

3. WHAT IS MARKETING? Requirements for Marketing to Occur
Two or More Parties with Unsatisfied Needs
Desire and Ability to Satisfy These Needs
A Way for the Parties to Communicate
Something to Exchange

4. What is marketing?
A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

5. HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Discovering Consumer Needs
The Challenge of Launching Winning New Products
Consumer Needs and Consumer Wants

6. HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
What is a Market , Target market
The Four Ps: Controllable Marketing Mix Factors
The Uncontrollable, Environmental Factors

7. THE MARKETING PROGRAM: CUSTOMER RELATIONSHIPS
Global Competition, Customer Value, and Customer Relationships
Relationship Marketing and the Marketing Program
Relationship Marketing: Easy to Understand / Difficult to Implement
The Marketing Program

8. Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.

9. An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its target market

10. Product, Price, Promotion, Place
What are the four marketing mix elements that make up the organization’s marketing program?
Product,
Price,
Promotion,
Place

11. What are uncontrollable variables?
A: Environmental factors the organization’s marketing department can’t control. These include social, economic, technological, competitive, and regulatory forces.

12. HOW MARKETING BECAME SO IMPORTANT
Evolution of Market Orientation
Production Era
Sales Era
The Marketing Concept Era
The Market Orientation Era
Customer relationship management (CRM)

13. HOW MARKETING BECAME SO IMPORTANT
Ethics and Social Responsibility: Balancing the Interests of Different Groups
Ethics
Social Responsibility
Societal marketing concept
Macromarketing
Micromarketing

14. HOW MARKETING BECAME SO IMPORTANT
The Breadth and Depth of Marketing
Who Markets?
What is Marketed?
Who Buys and Uses What is Marketed?
Ultimate consumers
Organizational buyers
Who Benefits?
How Do Consumers Benefit
Utility

15. What are the two key characteristics of the marketing concept?
A: An organization should:
(1) Strive to satisfy the needs of consumers
(2) While also trying to achieve the organization’s goals.