Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Marketing &
Some Key Concepts
Session 1
What is Marketing?
o Marketing is managing profitable customer relationships by
Attracting new customers
Retaining and growing current customers
Reclaiming lost customers
o Marketing is NOT synonymous with sales or advertising
o Kotlers definition:
A process by which companies create value for customers and build strong
relationships to capture value from customers in return.
B. SELLING CONCEPT
Starting Point Focus Means Ends
Situation Analysis
Objectives
IMPLEMENTATION
EVALUATION
Building Customer Relationship
The development and maintenance of long-term, cost-
effective relationships with individual customers,
suppliers, employees, and other partners, perhaps even
with competitors, for mutual benefit.
Foundation to Retain:
o Quality Offered in the Core Service
o Careful Market Segmentation & Targeting
o Continuous Monitoring of Relationships
Customer is NOT Always Right
All customer relationship may not be beneficial,
and that every customer is not right all the time: