TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 1: Marketing - Managing profitable customer relationships

This chapter define marketing and the marketing process, explain the importance of understanding customers and identify the five core marketplace concepts, identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations, discuss customer relationship management and creating value for and capturing value from customers, describe the major trends and forces changing the marketing landscape. | Chapter One Marketing: Managing Profitable Customer Relationships Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts. Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers. Describe the major trends and forces changing the marketing landscape. 1- Prentice Hall, Inc. Copyright 2007 Creating Value NASCAR sells the experience – in-car cameras, wholesome family orientation. engages fans via content. Success has been achieved by creating lasting customer relationships. NASCAR – What is its secret? Case Study Capturing Value NASCAR is the 2nd highest rated sport on TV. Fans are young, affluent, and family oriented, spending nearly $700 annually on NASCAR merchandise. Fans are loyal to sport and NASCAR fans are 3 times as likely to

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
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• Marketing myopia
• Market segmentation
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• Direct marketing model
• Marketing information
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• Marketing in the digital age
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• Global marketplace
• Global marketing environment
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• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
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• Customer driven Marketing strategy
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• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
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• Marketing management’s ability
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• The marketing information
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• The marketing communications mix
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