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Chapter 11: Building Customer Relationships Through Effective Marketing

Chapter 11: Building Customer Relationships Through Effective Marketing. Learning Objectives. Understand the meaning of marketing and the importance of management of customer relationships. Explain how marketing adds value by creating several forms of utility.

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Chapter 11: Building Customer Relationships Through Effective Marketing

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  1. Chapter 11: Building Customer Relationships Through Effective Marketing

  2. Learning Objectives • Understand the meaning of marketing and the importance of management of customer relationships. • Explain how marketing adds value by creating several forms of utility. • Trace the development of the marketing concept and understand how it is implemented. • Understand what markets are and how they are classified. • Identify the four elements of the marketing mix and be aware of their importance in developing a marketing strategy.

  3. Learning Objectives (cont.) • Explain how the marketing environment affects strategic market planning. • Understand the major components of a marketing plan. • Describe how market measurement and sales forecasting are used. • Distinguish between a marketing information system and marketing research. • Identify the major steps in the consumer buying decision process and the sets of factors that may influence this process.

  4. Managing Customer Relationships • What Is Marketing? • What Is Relationship Marketing? • What Is Customer Relationship Management (CRM)? • What Is Customer Lifetime Value?

  5. Utility: The Value Added by Marketing • Form Utility • Place Utility • Time Utility • Possession Utility

  6. The Marketing Concept • Evolution of the Marketing Concept • Implementing the Marketing Concept

  7. Markets and Their Classification • What Is a Market? • Consumer Markets • Business-to-Business markets • Producer Markets • Reseller Markets • Governmental Markets • Institutional Markets

  8. Developing Marketing Strategies • Target Market Selection and Evaluation • Undifferentiated Approach • Market Segmentation Approach • Creating a Marketing Mix

  9. Marketing Strategy • Marketing Environment • Economic forces • Sociocultural forces • Political forces • Legal and regulatory forces • Technological forces • Developing a Marketing Plan • Market Measurement and Sales Forecasting

  10. Marketing Information • Marketing Information Systems • Marketing Research • Using Technology to Gather and Analyze Marketing Information

  11. Types of Buying Behavior • Consumer Buying Behavior • Business Buying Behavior

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