Podcast
Questions and Answers
What is the primary goal of customer relationship management?
What is the primary goal of customer relationship management?
- To maximize immediate sales
- To increase brand visibility
- To focus solely on company profits
- To build and maintain profitable customer relationships (correct)
Which of the following best captures the essence of the societal marketing concept?
Which of the following best captures the essence of the societal marketing concept?
- Focusing only on immediate consumer satisfaction
- Reducing costs while increasing production
- Prioritizing profits over consumer interests
- Balancing profits, consumer wants, and societal interests (correct)
Which of these tools is commonly used to strengthen customer relationships?
Which of these tools is commonly used to strengthen customer relationships?
- Increasing product variety
- Celebrity endorsements
- Lowering product prices
- Frequency-based financial rewards (correct)
What distinguishes customer delight from customer satisfaction?
What distinguishes customer delight from customer satisfaction?
What must a firm ensure to be effective in customer-driven marketing?
What must a firm ensure to be effective in customer-driven marketing?
Which company is highlighted for its successful implementation of the societal marketing concept?
Which company is highlighted for its successful implementation of the societal marketing concept?
In which marketing strategy does the firm understand and anticipate customer needs better than the customers themselves?
In which marketing strategy does the firm understand and anticipate customer needs better than the customers themselves?
What type of relationship does a company with low-margin customers likely pursue?
What type of relationship does a company with low-margin customers likely pursue?
When customers are unaware of what they want, what type of marketing is deemed most effective?
When customers are unaware of what they want, what type of marketing is deemed most effective?
What is a potential outcome if a company fails to prioritize customer satisfaction?
What is a potential outcome if a company fails to prioritize customer satisfaction?
The societal marketing concept aims to balance consumer short-run wants with which other factor?
The societal marketing concept aims to balance consumer short-run wants with which other factor?
In customer relationship management, what do structural ties refer to?
In customer relationship management, what do structural ties refer to?
What concept focuses on delivering value to consumers while also improving society's well-being?
What concept focuses on delivering value to consumers while also improving society's well-being?
Which of the following components is NOT part of the societal marketing concept's considerations?
Which of the following components is NOT part of the societal marketing concept's considerations?
What is a primary characteristic of customer relationship management?
What is a primary characteristic of customer relationship management?
In not-for-profit marketing, the approach often includes which aspect?
In not-for-profit marketing, the approach often includes which aspect?
What is the primary focus of marketers when creating brand experiences?
What is the primary focus of marketers when creating brand experiences?
How does the selling concept differ from the marketing concept?
How does the selling concept differ from the marketing concept?
What does the societal marketing concept emphasize?
What does the societal marketing concept emphasize?
Which approach do marketers take to enhance customer retention?
Which approach do marketers take to enhance customer retention?
What challenge does the selling concept pose in terms of customer relationships?
What challenge does the selling concept pose in terms of customer relationships?
Which strategy is most aligned with customer relationship management?
Which strategy is most aligned with customer relationship management?
Which of the following represents a potential consequence of ignoring the societal marketing concept?
Which of the following represents a potential consequence of ignoring the societal marketing concept?
What is a key characteristic of not-for-profit marketing?
What is a key characteristic of not-for-profit marketing?
Flashcards
Brand experiences
Brand experiences
Creating positive customer experiences related to a product or service, not just the product itself, to increase satisfaction, repeat purchases, and recommendations.
Selling vs. Marketing concepts (key difference)
Selling vs. Marketing concepts (key difference)
Selling is an inside-out approach focused on selling what the company offers, while Marketing is an outside-in approach that understands customer needs and wants to satisfy them better than competitors.
Selling Concept
Selling Concept
A sales-oriented approach that prioritizes creating transactions over long-term relationships, focusing on what the company produces.
Marketing Concept
Marketing Concept
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Societal Marketing Concept
Societal Marketing Concept
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Key component of Marketing Concept
Key component of Marketing Concept
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Example of Selling Concept use
Example of Selling Concept use
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Problem with pure marketing concept
Problem with pure marketing concept
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Customer Relationship Management (CRM)
Customer Relationship Management (CRM)
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Relationship Levels
Relationship Levels
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Customer Delight
Customer Delight
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Customer Satisfaction
Customer Satisfaction
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High-margin Customers
High-margin Customers
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Low-margin Customers
Low-margin Customers
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Brand Loyalty
Brand Loyalty
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Customer-driving marketing
Customer-driving marketing
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Customer needs are unknown
Customer needs are unknown
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Societal marketing strategy
Societal marketing strategy
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Concept where customers know what they want
Concept where customers know what they want
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Concept where a need exists, but customers don't know what they want
Concept where a need exists, but customers don't know what they want
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Societal marketing concept balancing elements
Societal marketing concept balancing elements
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Customer-driven marketing
Customer-driven marketing
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Study Notes
Marketing Principles Chapter 1
- Modern marketing is about creating value for customers and managing profitable customer relationships.
- It involves satisfying customer needs, and is used by both for-profit and non-profit organizations.
- Selling and advertising are not synonymous with marketing.
- The key objective of marketing is to create customer value. This means creating long-term profitable customer relationships.
- This process starts with understanding the marketplace and customer needs, and developing a strategy to deliver superior value to customers.
Modern Marketing Practices
- A strong marketing strategy relies on understanding customers.
- Accurate descriptions of modern marketing include creating consumer value, establishing profitable customer relationships, and satisfying consumer needs.
- Identifying customer demands, and managing the marketing mix are also important aspects of modern marketing.
- Management guru Peter Drucker's view is that marketing's aim is to make selling unnecessary by satisfying customer needs.
Core Marketing Concepts
- Needs: Basic human requirements for survival.
- Wants: Shaped by individual personality and culture, needs translated into specific desires.
- Demands: Wants backed by purchasing power.
Key Marketing Concepts
- Marketing mix: Tools used to implement the marketing strategy, encompassing product, price, place, and promotion.
- Value proposition: The set of benefits a company promises to deliver to customers. This helps them satisfy their needs and wants.
- Market: The actual and potential buyers of a product.
- Customer perceived value: Customer's evaluation of the differences between the benefits and costs of a product.
Crucial aspects of Marketing
- Customer Relationship Management (CRM): A holistic approach to building and managing profitable customer relationships.
- Customer Lifetime Value: The total revenue a customer is expected to generate throughout their relationship with a company.
- Customer-driven marketing: The approach to develop a marketing strategy, in which the company focuses on identifying customer needs.
- Societal marketing: Reflects the company’s philosophy of balancing consumer wants, company profits, and society's interests.
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