Marketing (2)

contemporary concepts

• the marketing concept

• relationship marketing concept

• the societal marketing concept

• all

it holds that that key to achieving its organizational goals consist of the company being more effective than competitors in creating, delivering and communicating customer value to its selected target customer

• the marketing concept

• the relationship marketing concept

• the societal marketing concept

the marketing concept rest on four pillars:

• target market

• customer needs

• integrated marketing

• and profitability

all marketing activities are to establish, maintain, and streghten meaningful long-term relationship with customer

• relationship marketing concept

• relationship concept

organization task is to determine the needs, wants and interest pf target market and delicer desired satisfaction more effectively and efficiently

• relationship market concept

• societal marketing concept

a person that transact with a businessperson or business organization to buy goods for monetary or other valuable considerations.

• customer

• provider

what is relationship marketing

• a strategy designed to foster customer loyalty, interaction, and long-term engagement

• includes activity aimed at developing and managing a trusting and long-term relationship with larger customer

• both

four brand benefits

• functional

• emotional

• social

• economic

product/service attribute that provides the customer with functional utility or that satisfies the customer pratical needs. "why should i buy ur product?"

• emotional

• functional

product/service attribute that provides the customer with a positive feeling when they purchase. "how will i feel when i own this product?"

• functional

• emotional benefit