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Marketing Strategy Foundations: Customer Relationships and Value Creation

This comprehensive guide explores the foundational aspects of marketing strategy, emphasizing the critical relationship between companies and their customers. It covers key concepts such as market segmentation, targeting, differentiation, and positioning, as well as the importance of customer relationship management (CRM) and creating customer value. The work also discusses the consequences of effective marketing strategies on customer satisfaction, loyalty, and business profitability, highlighting the integral role of marketing in enhancing the customer experience and driving organizational success.

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Marketing Strategy Foundations: Customer Relationships and Value Creation

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  1. Adel I. El-AnsaryDonna L. Harper Professor of MarketingCoggin College of Business4567 St. Johns Bluff Road, SouthJacksonville, FL 32224-2675www.unf.edu/~aelansar/email: aelansar@unf.edu A. El-Ansary 2005

  2. Foundations of Marketing Strategy Company Customer Competitors A. El-Ansary 2005

  3. Strategy Formulation Tier I : Marketing Strategies A. El-Ansary 2005

  4. MarketSegmentation Consumer Behavior A. El-Ansary 2005

  5. Market Segmentation Targeting Consumer Behavior A. El-Ansary 2005

  6. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences A. El-Ansary 2005

  7. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Differentiation A. El-Ansary 2005

  8. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Differentiation Competitors A. El-Ansary 2005

  9. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Positioning Differentiation Competitors A. El-Ansary 2005

  10. Market Segmentation Offer Targeting GoodsServicesExperiences Consumer Behavior Positioning Differentiation Competitors Branding A. El-Ansary 2005

  11. Strategy Implementation Tier II : Marketing Mix &Customer Relationship Management A. El-Ansary 2005

  12. Segmentation Targeting Differentiation Positioning Product/Service/ Experience CRM Brand Price Distribution IMCM* / Promotion X X X X X X X X X X A. El-Ansary 2005 *IMCM: Integrated Marketing Communication Mix

  13. Marketing Strategy A Focus on the Customer A. El-Ansary 2005

  14. Structure Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Improve Productivity Strategy Operations Creating Customer Experience Antecedents Consequences A. El-Ansary 2005

  15. Create Customer Value Creating Customer Experience Customer Value = Benefit - Cost A. El-Ansary 2005

  16. Create Customer Value Achieve Customer Satisfaction Creating Customer Experience Customer Satisfaction = Expected Performance – Delivered Experience A. El-Ansary 2005

  17. Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Creating Customer Experience Customer Loyalty A. El-Ansary 2005

  18. Antecedents A. El-Ansary 2005

  19. Improve Productivity Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Creating Customer Experience Antecedents A. El-Ansary 2005

  20. Structure Improve Productivity Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Strategy Operations Creating Customer Experience Antecedents A. El-Ansary 2005

  21. E-Commerce Business Intelligence Supply Chain Management E-Strategy Efficiency Strategy Customer Relationship Management Marketing Strategy Enterprise Resource Planning Antecedents of Positive Customer Experience A. El-Ansary 2005

  22. Segment Target E-Strategy Target to segments Strategy Differentiate Marketing Strategy Effectiveness Position Antecedents of Positive Customer Experience A. El-Ansary 2005

  23. Outsourcing Manufacturing Management Marketing Management Human Resource Management Financial Management Internal Marketing Strategic Profit Model Operations Antecedents of Positive Customer Experience A. El-Ansary 2005

  24. Lease or Buy? Co-Branding Strategic alliances Co-Marketing Partnership Structure Antecedents of Positive Customer Experience A. El-Ansary 2005

  25. Consequences A. El-Ansary 2005

  26. Transactions Relationships Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Creating Customer Experience Consequences A. El-Ansary 2005

  27. Transactions Relationships Profitability Market Share Business Share Consequences of Customer Experience A. El-Ansary 2005

  28. Structure Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Improve Productivity Strategy Operations Creating Customer Experience Antecedents Consequences A. El-Ansary 2005

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