inleiding Flashcards
Defining marketing
Marketing is the process by which companies create valuefor customers and build strong customer relationships in order to capture value from customers in return.
marketing concept
The achievement of corporate goals
through meeting and exceeding
customer needs and expectations
better than the competition
Customer orientation
Corporate activities are focused upon
providing customer satisfaction
integrated effort
All staff accept the responsibility for
creating customer satisfaction
goal achievement
The belief that corporate goals can
be achieved through customer satisfaction
Five core customer and marketplace concepts
- Needs, wants, and demands
- Market offerings
- Value, satisfaction, and quality
- Exchanges, transactions, and relationships
- Markets and the marketing system
Needs, wants and
demands
Need = perceived
deprivation
Wants = needs shaped
by culture & personality
Demand = want + $
market offering
To meet a need or want an offer is shaped
The offer can be single dimensional or a combination Value proposition is fulfilled through the offer
Using several products, services and experiences is one way to create brand meaning
Value, satisfaction and quality
Satisfaction: match between perceived performance and expectations
Customer value: assessment of capacity of
satisfaction
Expectation management
customer delight
Creates an emotional affinity for a product or service beyond just a rational preference and this creates high customer loyalty
Exchange
= act of obtaining a desired object from someone offering something in return
* At least two parties
* Each must hold something of value to offer * Parties must want to deal with each other * Free to accept or reject offer * Each party must be able to communicate and deliver
