Chapter 1
Relationship marketing
"long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges 1. Continually deepens the buyer's trust in the company, and as the customer's confidence grows and this increases the organization's understanding of the customer's needs. 2. Relationship marketing strives to build satisfying exchange relationships between buyers and sellers by gathering useful data at all customer-contact points and analyzing that data to better understand customers' needs, desires, and habits. 3. Marketers are increasingly turning to marketing research and information technology to improve CRM. 4. By increasing customer value over time, organizations try to retain and increase long-term profitability through customer loyalty. 5. Through the use of Internet-based marketing strategies (e-marketing), companies can personalize customer relationships on a nearly one-on-one basis.
Marketing Costs Consume a Sizable Portion of Buyers' Dollars
1. About one-half of a buyer's dollars goes to the costs of marketing. 2. It is important to know how this money is used
Marketing Offers Many Exciting Career Prospects
1. Around 25 to 33 percent of all civilian workers in the United States perform marketing activities. 2. Marketing knowledge and skills are valuable assets no matter what the field.
Marketing Is Important to Business and the Economy
1. Businesses must engage in marketing to survive and grow, and marketing activities are needed to reach customers and provide products. 2. Marketing activities help produce profits which are essential to the survival of individual businesses, help create a successful economy and contribute to the well-being of society.
Marketing environment forces can fluctuate quickly and dramatically
1. Changes in the marketing environment produce uncertainty for marketers and at times hurt marketing efforts, but they also create opportunities. Marketers who are alert can adjust and capitalize on opportunities provided by change. 2. Marketing mix elements—product, distribution, promotion, and price—are factors over which an organization has control; the forces of the environment, however, are subject to far less control.
Marketing Creates Value
1. Customer benefits include anything a buyer receives in an exchange. 2. Customer costs include anything a buyer must give up to obtain the benefits provided by the product. Costs include the monetary price of the product as well as less obvious non-monetary costs, such as time and effort. 3. The process people use to determine value is not scientific. 4. In developing marketing activities, it is important to recognize that customers receive benefits based on their experiences. 5. The marketing mix, especially promotional activities and extra services or features, can be used to enhance perceptions of value.
Price Variable
1. Decisions and actions associated with establishing pricing objectives and policies and determining product prices. 2. Prices a critical component of the marketing mix because customers are concerned about the value obtained in an exchange. 3. Price is a competitive tool but can lead to intense price competition. 4. Marketing mix variables are often viewed as controllable because they can be modified; however, economic conditions, competitive structure, or government regulations may limit a marketing manager's influence.
Marketing Knowledge Enhances Consumer Awareness
1. Marketing improves quality of life for customers. 2. Studying marketing allows us to understand the importance of marketing to customers, organizations, and our economy and make better purchasing decisions.
Marketing Is Used in Nonprofit Organizations
1. Marketing is also important in organizations working to achieve goals other than ordinary business objectives such as profit. 2. Government agencies engage in marketing activities to fulfill missions and goals. 3. In the private sector, nonprofit organizations also employ marketing activities to create, distribute, promote, and even price programs that benefit particular segments of society.
Marketing Fuels Our Global Economy
1. Marketing is necessary to advance a global economy. 2. Advances in technology, falling political and economic barriers, and the universal desire for a higher standard of living, have made international marketing commonplace while stimulating global economic growth.
Marketing Connects People through Technology
1. Technology helps marketers understand and satisfy more customers than ever before. 2. The Internet allows marketers to disseminate information about products and interact with target markets.
Socially Responsible Marketing Can Promote the Welfare of Customers and Stakeholders
1. The success of our economic system depends on marketers whose values promote trust and cooperative relationships in which customers are treated with respect. 2. Green marketing is a strategic process involving stakeholder assessment to create long-term relationships with customers while maintaining, supporting, and enhancing the natural environment. 3. By addressing concern about the impact of marketing on society, a firm can protect the interests of the general public and the natural environment.
The forces of the marketing environment affect marketers' abilities to facilitate exchanges in three ways:
1. They affect customers' lifestyles, standards of living, and preferences and needs for products. 2. They help determine whether and how a marketing manager can perform certain marketing activities. 3. They affect a marketing manager's decisions and actions by influencing buyers' reactions to the organization's marketing mix.
Implementing the Marketing Concept
A market-oriented organization must accept some general conditions and recognize and deal with several problems. Management must establish an information system to discover customers' real needs and then use the information to create satisfying products. Information systems can be expensive and time-consuming. a. A company must also coordinate all its activities. This may require restructuring internal operations, including production, marketing, and other business functions. b. Requires the firm to adapt to a changing external environment and predict major changes.
The marketing concept is not
A second definition of marketing. It is a management philosophy guiding an organization's overall activities A philanthropic philosophy aimed at helping customers at the expense of the organization
Customer satisfaction is the major focus of the marketing concept.
An organization should focus on customer analysis, competitor analysis, and integration of the organization's resources to provide customer value and satisfaction, as well as long-term profits. The organization must continue to alter, adapt, and develop products to keep pace with customers' changing desires and preferences.
Marketing Focuses on Customers
As the purchasers of the products that organizations develop, promote, distribute, and price, customers are the focal point of all marketing activities. Develop satisfying exchanges from which both customers and marketers benefit. Focus on a specific group
At the most basic level, profits can be obtained through relationships in the following ways:
By acquiring new customers By enhancing the profitability of existing customers By extending the duration of customer relationships
The Market Orientation
By the early 1950s, some businesspeople recognized they must produce what consumers want, rather than make products and try to persuade customers that they need what is produced. A market orientation requires the "organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it." Today, businesses want to satisfy customers and build meaningful, long-term buyer-seller relationships.
The Sales Orientation
During the first half of the twentieth century, competition increased and businesspeople viewed sales as the major means of increasing profits. During this era, the major marketing activities were personal selling, advertising, and distribution.
Promotional activities can
Educate customers about product features Urge people to take a stance on a political or social issue Sustain interest in established products
Product
Good—a physical entity that you can touch Service—the application of human and mechanical efforts to people or objects to provide intangible benefits to customers Idea—concept, philosophy, image, or issue Includes creation or modification of brand names and packaging. Impact the creation of products that meet customers' needs and wants.
Distribution Variable
Helps a marketing manager make products available in the quantities desired to as many target market customers as possible. Keep inventory, transportation, and storage costs as low as possible. Select and motivate intermediaries, establish inventory control procedures and manage transportation and storage. Internet was good for this.
Relationships with customers and stakeholders
Individuals and organizations engage in marketing to facilitate exchanges—the provision or transfer of goods, services, or ideas in return for something of value. Four conditions must exist for an exchange to occur: a. Two or more individuals, groups, or organizations must participate, and each must possess something of value desired by the other party. b. The exchange should provide a benefit or satisfaction to both parties involved in the transaction. c. Each party must have confidence in the promise of the "something of value" held by the other. d. To build trust, the parties to the exchange must meet expectations An exchange will not necessarily take place just because these conditions exist; marketing activities can occur even without an actual transaction or sale. Marketing activities should attempt to create and maintain satisfying exchange relationships.
Stakeholders
Marketers are also concerned with building relationships with relevant stakeholders who have a "stake," or claim, in some aspect of a company's products, operations, markets, industry, and outcomes; these may include customers, employees, investors and shareholders, suppliers, governments, communities, and many others.
Promotion Variable
Relates to activities used to inform individuals or groups about an organization and its products. It can be aimed at increasing public awareness of an organization and new or existing products.
The Production Orientation
The Industrial Revolution took place in the second half of the 19th century in the United States. As a result of new technology and new ways of using labor, products entered the marketplace and consumer demand was strong.
The marketing concept stresses that marketing begins and ends with customers.
There is a positive correlation between customer satisfaction and shareholder value.
Value
a customer's subjective assessment of benefits relative to costs in determining the worth of a product (customer value = customer benefits - customer costs).
Managing customer relationships requires identifying patterns of buying behavior and using that information to focus on the most promising and profitable customers.
a. Customer lifetime value (CLV) predicts the net value (profit or loss) for the future relationship with a customer. b. A customer's value over a lifetime represents an intangible asset to a marketer that can be augmented by addressing the customer's varying needs and preferences at different stages in his or her relationship with the firm. c. When marketers focus on customers chosen for their lifetime value, they earn higher profits in future periods than when they focus on customers selected for other reasons.
The ability to identify individual customers allows marketers to shift their focus from targeting groups of similar customers to increasing their share of an individual customer's purchases.
a. Focusing on share of customer requires recognizing that all customers have different needs and that not all customers weigh the value of a company equally. b. The concept of CLV may include not only an individual's tendency to engage in purchases but also his or her strong word-of-mouth communication about the company's products.
CLV is a key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts.
a. It can be calculated by taking the sum of the customer's present value contributions to profit margins over a specific time frame. b. CLV can help marketers determine how best to allocate resources to marketing strategies to sustain that customer over a lifetime.
Marketing concept
an organization should try to provide products that satisfy customers' needs through a coordinated set of activities that also allows the organization to achieve its goals.
marketing environment
competitive, economic, legal, regulatory, technological, and sociocultural forces, surrounds the customer and affects the marketing mix. The effects of these forces can be difficult to predict.
Customer relationship management (CRM)
focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships. Achieving the full profit potential of each customer relationship should be the fundamental goal of every marketing strategy.
The Product Variable
marketing mix deals with researching customers' needs and wants and designing a product that satisfies them.
Marketing mix
product, distribution, promotion, and pricing marketers decide what type of each element to use and in what amounts. Marketers must collect detailed and up-to-date information on their target market, consumer preferences, and competitors in order to develop it
Marketing
the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
Implementing the marketing concept means optimizing the exchange relationship
the relationship between a company's financial investment in customer relationships and the return generated by customers responding to that investment.
