Kotler 2020, 1 kap: Creating Customer Value

<p>Understanding the marketplace and customer needs (A)</p> Signup and view all the answers

<p>Customer segmentation (C)</p> Signup and view all the answers

<p>Capturing value from customers (B)</p> Signup and view all the answers

<p>Delivering exceptional service (B)</p> Signup and view all the answers

<p>Sound marketing is critical for the success of every organization. (C)</p> Signup and view all the answers

<p>Marketing myopia (C)</p> Signup and view all the answers

<p>Forms of human needs shaped by culture and individual personality (A)</p> Signup and view all the answers

<p>Dividing the market into segments of customers (A)</p> Signup and view all the answers

<p>Experiences that are tangible and owned (C)</p> Signup and view all the answers

<p>Acts of obtaining desired objects from others through reciprocity (C)</p> Signup and view all the answers

<p>By setting the right level of expectations (A)</p> Signup and view all the answers

<p>Selecting which market segments to pursue (C)</p> Signup and view all the answers

<p>They should aim to bring about profitable customer relationships (A)</p> Signup and view all the answers

<p>Enhance variety and market more products (D)</p> Signup and view all the answers

<p>Barnacles (D)</p> Signup and view all the answers

<p>Engaging consumers through trending topics (B)</p> Signup and view all the answers

<p>The total combined customer lifetime values of current and potential customers (B)</p> Signup and view all the answers

<p>Managers must consider global industry opportunities (C)</p> Signup and view all the answers

<p>It may reinforce stereotypes and segregation (C)</p> Signup and view all the answers

<p>Butterflies (D)</p> Signup and view all the answers

<p>It may contribute to categorizing and labeling consumers (D)</p> Signup and view all the answers

<p>Customer and demand management (C)</p> Signup and view all the answers

<p>Continuous product improvements based on quality and features (B)</p> Signup and view all the answers

<p>Selling concept (A)</p> Signup and view all the answers

<p>Balancing consumer satisfaction with the company's profitability and societal welfare (A)</p> Signup and view all the answers

<p>Product, Price, Place, Promotion (D)</p> Signup and view all the answers

<p>The channels used to make offerings available (A)</p> Signup and view all the answers

<p>Marketing myopia (C)</p> Signup and view all the answers

<p>Avoiding competition analysis (C)</p> Signup and view all the answers

<p>To build and maintain profitable customer relationships (D)</p> Signup and view all the answers

<p>Customer's evaluation of benefits versus costs (D)</p> Signup and view all the answers

<p>Performance meets or exceeds expectations (B)</p> Signup and view all the answers

<p>To foster a meaningful brand presence in consumers' lives (D)</p> Signup and view all the answers

<p>Customers playing a role in shaping their brand experiences (A)</p> Signup and view all the answers

<p>It quantifies the total purchases over a customer’s relationship with a company (C)</p> Signup and view all the answers

<p>It results in positive word-of-mouth and loyalty (A)</p> Signup and view all the answers

<p>Brings value to customers through collaboration with partners (D)</p> Signup and view all the answers

Managing profitable customer relationships. It's about attracting new customers and keeping existing ones happy.

Creating value for customers and building strong customer relationships, to ultimately capture value from customers in return.

The process of understanding the marketplace and customer needs, building a strategy, constructing a marketing program, building relationships, and capturing value.

A state of felt deprivation. These motivate people to seek satisfaction.

The form that a need takes as shaped by culture and individual personality.

Wants that are backed by buying power.

A set of actual and potential buyers of a product or service.

The value of customer relationships that a brand has built.

A combination of products, services, information, or experiences offered to meet a need or want. This could be a tangible product, an intangible service, or a blend of both.

The mistake of focusing too much on the product itself and not enough on the benefits and experiences it provides. This can lead to missing out on evolving customer needs.

The expectations customers have about the value and satisfaction they'll receive from a market offering. Marketers must carefully manage expectations to avoid disappointment.

The act of obtaining a desired object from someone by offering something in return. This can involve money, goods, services, or even information.

Building and maintaining lasting, mutually beneficial relationships with customers. This involves more than just a single transaction, it's about ongoing engagement.

The idea that companies should prioritize creating products that are readily available and affordable, focusing on improving production and distribution efficiency.

This emphasizes the importance of delivering products that excel in quality, performance, and features, rather than simply focusing on affordability or availability. It prioritizes continuous product improvements.

It advocates for a large-scale selling and promotional effort to convince consumers to buy a company's products, suggesting that consumers are unlikely to buy on their own initiative.

This views the success of a company as dependent on understanding and meeting the needs and wants of its target market better than competitors do.

This concept emphasizes the importance of considering not only customer wants and company requirements but also the long-term interests of both consumers and society as a whole, promoting sustainable marketing practices.

A need-satisfying market offering.

The monetary charge for a product.

The methods a company uses to make products available to target consumers.

How well a company manages customer touchpoints to maximize loyalty. It focuses on acquiring, retaining, and growing customers through a combination of strategies like delivering value, exceeding expectations, and building strong relationships.

The difference between all the benefits and costs a customer perceives in your product, compared to your competitors.

The extent to which a product's perceived performance matches a buyer's expectations. It's positive when the product outperforms expectations.

A form of marketing that makes the brand a part of consumers' lives by engaging them directly and continuously. It aims to shape conversations and experiences.

Brand exchanges initiated by consumers themselves, both invited and uninvited, where customers play a role in shaping their own and others' brand experiences.

Working collaboratively with partners within and outside the company to deliver value to customers. This is seen in areas like supply chain management, where companies work closely with suppliers.

The total value a customer brings to a company over their entire relationship, including all purchases they make.

Delighted customers become loyal, spreading positive word-of-mouth, resulting in more customers and increased profitability.

The portion of customer purchases a company captures in its product categories.

Customers who are potentially profitable but not loyal. Companies can benefit from their purchases but need to constantly attract them.

Customers who are both profitable and loyal. They are the ideal customer segment for long-term growth.

Customers who are highly loyal but not very profitable. Companies might need to reconsider their value proposition for this group.

Customers who are neither loyal nor profitable. They are not a priority for the company.

A digital marketing approach engaging consumers in real-time by linking brands to trending topics, events, or personal occasions.

Leveraging mobile devices to reach and engage customers. It's one of the fastest-growing digital marketing platforms.