Marketing and Customer

3113 Words Mar 6th, 2013 13 Pages
Chapter 1 Review Notes 1. Define marketing and discuss how it is more than just “telling and selling.”

Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Hence, marketing is defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. If the marketer understands consumer needs; develop products and services that provide superior
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Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centered “make and sell” philosophy, the marketing concept is a customer-centered “sense and respond” philosophy.
5) The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer shortrun wants and consumer longrun welfare. The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and the society’s wellbeing.

5. Explain the difference between share of customer and customer equity. Why are these concepts important to marketers?

Share of customer is the share a business gets of the customer’s purchasing in their product categories. For example, consumers purchase financial services from banks and other financial institutions such as insurance companies. Many insurance companies now offer banking and investment services to capture a greater share of an individual consumer’s purchases of these offerings.
Increasing share of customer is one way to increase a customer’s lifetime value—the value to a company of a satisfied, loyal customer over his or her lifetime. To increase share of customer, firms can offer greater variety to current customers or create programs
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