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Marketing and the
Customer
Relationship
Customer Relationships
Marketing Strategies
Marketing and the Customer Relationship
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Marketing and the Customer Relationship > Customer Relationships
Customer Relationships
• The Exchange of Value
• Customer Relationship Management
• Long-Term Relationships: Satisfaction and Loyalty
• Activities in Marketing Departments
• The Marketing Concept
• The History of the Marketing Concept
• Modern Trends in Marketing
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Marketing and the Customer Relationship > Marketing Strategies
Marketing Strategies
• The Target Market
• The Marketing Mix
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Appendix
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Marketing and the Customer Relationship
Key terms
• CRM An acronym that stands for Customer Relationship Management, or the process of interacting with past, present, and
future consumers.
• customer retention The act of keeping customers consistently consuming products offered by an organization.
• Demographic Of or related to the study of human populations, and how they change.
• grading the process of classification of products into different categories on the basis of quality, size etc.
• landing page A web page at which a user first arrives at a website.
• Market Concept the generation of appropriate market intelligence pertaining to current and future customer needs, and the
relative abilities of competitive entities to satisfy these needs; the integration and dissemination of such intelligence across
departments; and the coordinated design and execution of the organization's strategic response to market opportunities.
• Market Orientation implementation of the marketing concept, which is a particular business philosophy.
• Market Share Percentage of some market held by a company.
• Marketing Concept a business philosophy that holds that long term profitability is best achieved by focusing the coordinated
activities of the organization toward satisfying the needs of a particular market segment(s).
• marketing mix The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when
determining a product or brand's unique selling point and is often synonymous with the four Ps: price, product, promotion, and
place.
• Marketing Research the systematic collection and evaluation of data regarding customers' preferences for actual and potential
products and services
• marketplace The world of commerce and trade.
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Marketing and the Customer Relationship
• oligopoly an economic condition in which a small number of sellers exert control over the market of a commodity
• orientation The act of orienting or the state of being oriented.
• Promotion Promotion represents all of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as: advertising, public relations, personal selling and
sales promotion.
• Psychographic Based on individual psychological characteristics, rather than demographic or other factors.
• social responsibility A voluntarily assumed obligation toward the good of society at large as opposed to the self alone.
• standardization the process of setting certain norms or standards for a product with regard to shape, size, color, quantity,
quality, weight etc
• value The degree of importance you give to something.
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Marketing and the Customer Relationship
Target Markets
This is a simple image of three circles, each one smaller within the next. The idea is that a target market is a specific segment of a broader population,
filtered through strategically collecting information.
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Wikipedia. "TAM-SAM-Market.jpg." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/en/f/fd/TAM-SAM-Market.jpg View on Boundless.com
Marketing and the Customer Relationship
Customer Satisfaction Scale
Example of a scale used to gauge customer satisfaction in a survey.
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Wikimedia. "Customer-satisfaction-scale." Public domain http://commons.wikimedia.org/wiki/File:Customer-satisfaction-scale.png View on Boundless.com
Marketing and the Customer Relationship
The Various Components of Marketing
Successful marketing strategies include the consideration of a variety of factors, such as market research and product branding.
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Wikimedia. "Astore Marketing Plan." CC BY-SA 3.0 http://commons.wikimedia.org/wiki/File:Astore_Marketing_Plan.jpg View on Boundless.com
Marketing and the Customer Relationship
Value Proposition
This image depicts the point where value opportunity exists.
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Flickr. "All sizes | Value prop Comments | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/kristoferbjorkman/7438797868/sizes/m/in/photostream/ View
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Marketing and the Customer Relationship
Marketing
Internet marketing
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University of Denver. "New Media and Internet Marketing Degree Now Offered at University College - DU Profesional Education." CC BY
http://www.duprofessionaled.com/index.php/2012/01/new-media-and-internet-marketing-specialty-now-offered/ View on Boundless.com
Marketing and the Customer Relationship
Modern Trends In Marketing
Modern trends in marketing include relationship marketing, industrial marketing, and societal marketing.
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Orbit Business Loans. CC BY http://www.orbitbusinessloans.com/blog/tag/small-business-marketing/ View on Boundless.com
Marketing and the Customer Relationship
Where CRM Fits
This image is rather complex, but the intent is quite simple. Within an organization's framework, CRM fits within Business Intelligence. In many ways,
CRM is driven by data-oriented conclusions to improve customer outcomes.
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Wikipedia. "ERP_Modules.png." CC BY-SA 3.0 https://upload.wikimedia.org/wikipedia/commons/1/12/ERP_Modules.png View on Boundless.com
Marketing and the Customer Relationship
Fedex Billboard
Billboards are a common method of promotion for advertisers.
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Flickr. "Fedex Billboard." CC BY 2.0 https://www.flickr.com/photos/mikecogh/5217816138/ View on Boundless.com
Marketing and the Customer Relationship
Attribution
• Wiktionary. "retention." CC BY-SA 3.0 https://en.wiktionary.org/wiki/retention
• Wikipedia. "Customer relationship management." CC BY-SA 3.0
https://en.wikipedia.org/wiki/Customer_relationship_management
• Opensource.com. "Top 5 open source customer relationship management tools." CC BY-SA 4.0
https://opensource.com/business/14/7/top-5-open-source-crm-tools
• Indian Journal of Science and Technology. "A Novel Model for Customer Relationship Management Pathology." CC BY 3.0
http://www.indjst.org/index.php/indjst/article/view/30686
• Wiktionary. "psychographic." CC BY-SA 3.0 https://en.wiktionary.org/wiki/psychographic
• Wiktionary. "demography." CC BY-SA 3.0 https://en.wiktionary.org/wiki/demography
• Wikipedia. "Target market." CC BY-SA 3.0 https://en.wikipedia.org/wiki/Target_market
• Wikipedia. "Niche market." CC BY-SA 3.0 https://en.wikipedia.org/wiki/Niche_market
• Wikipedia. "Target audience." CC BY-SA 3.0 https://en.wikipedia.org/wiki/Target_audience
• Wikipedia. "Market segmentation." CC BY-SA 3.0 https://en.wikipedia.org/wiki/Market_segmentation
• Wikipedia. "Promotion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Promotion
• Wikipedia. "marketing mix." CC BY-SA 3.0 http://en.wikipedia.org/wiki/marketing%20mix
• Wikipedia. "Marketing mix." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_mix
• Wiktionary. "oligopoly." CC BY-SA 3.0 http://en.wiktionary.org/wiki/oligopoly
• Wikipedia. "Market Share." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Market%20Share
• Wikipedia. "Customer satisfaction." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Customer_satisfaction
• Wikipedia. "Loyalty marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Loyalty_marketing
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Marketing and the Customer Relationship
• Wikipedia. "Brand loyalty." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Brand_loyalty
• Wikipedia. "Loyalty business model." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Loyalty_business_model
• Wikipedia. "Marketing Research." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing%20Research
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//business/definition/market-orientation
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//business/definition/market-concept
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//business/definition/marketing-concept
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-MARKETING, ITS CONCEPTS AND FUNCTIONS." CC BYSA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENTMARKETING,+ITS+CONCEPTS+AND+FUNCTIONS
• Wikipedia. "Marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing
• Wikispaces. "issuesinimc - Market Orientation." CC BY-SA http://issuesinimc.wikispaces.com/Market+Orientation
• Wiktionary. "landing page." CC BY-SA 3.0 http://en.wiktionary.org/wiki/landing_page
• Wiktionary. "social responsibility." CC BY-SA 3.0 http://en.wiktionary.org/wiki/social_responsibility
• Wikipedia. "Societal marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Societal_marketing
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-MARKETING, ITS CONCEPTS AND FUNCTIONS." CC BYSA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENTMARKETING,+ITS+CONCEPTS+AND+FUNCTIONS
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-MARKETING, ITS CONCEPTS AND FUNCTIONS." CC BYSA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENTMARKETING,+ITS+CONCEPTS+AND+FUNCTIONS
• Wikipedia. "Relationship marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Relationship_marketing
• Wikipedia. "Marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing
• Wikipedia. "Business marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Business_marketing
• Wiktionary. "orientation." CC BY-SA 3.0 http://en.wiktionary.org/wiki/orientation
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Marketing and the Customer Relationship
• Wikipedia. "Marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing
• Wiktionary. "marketplace." CC BY-SA 3.0 http://en.wiktionary.org/wiki/marketplace
• Wiktionary. "value." CC BY-SA 3.0 http://en.wiktionary.org/wiki/value
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-MARKETING, ITS CONCEPTS AND FUNCTIONS." CC BYSA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENTMARKETING,+ITS+CONCEPTS+AND+FUNCTIONS
• Wikipedia. "Value (marketing)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Value_(marketing)
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//business/definition/grading
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//business/definition/standardization
• Wikipedia. "Marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing
• Wikipedia. "Marketing management." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_management
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-MARKETING, ITS CONCEPTS AND FUNCTIONS." CC BYSA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENTMARKETING,+ITS+CONCEPTS+AND+FUNCTIONS
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