organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit organization and its stakeholders.
Focus on internal capabilities of the firm
focus on aggressive sales techniques and beliefs that high sales results in high profits
focus on satisfying customers wants and needs while meeting objectives
satisfaction of customers needs and wants. Good public relations.
organization exists not only to satisfy customer wants but also to preserve or enhance individuals' and society's long term best interests
relationship between benefits and the sacrifice necessary to obtain those benefits
feeling that a product met or exceeded customer's expectation
a strategy that focuses on keeping and improving relationships with current customers
inward focus; selling goods and services; for everybody; maximum sales opportunity; primarily promotion
outward focus; satisfy wants and needs; specific groups of people; customer satisfaction; coordinated use of all marketing activities
products, distribution, promotion, pricing
achieve long-term goals
satisfy customers wants and needs legally and responsibly
Focus, business, whom product is directed, primary goal, tools used to achieve goals
customer value requirements
offer products that perform, earn trust, avoid unrealistic pricing, give buyer facts, offer commitment in service and support
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