Chapter 11: Building Customer Relationships Through Effective Marketing

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 1

Chapter 11: Building Customer Relationships Through Effective Marketing

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 2

Learning Objectives

1. Understand the meaning of marketing and the importance of management of customer relationships.

2. Explain how marketing adds value by creating several forms of utility.

3. Trace the development of the marketing concept and understand how it is implemented.

4. Understand what markets are and how they are classified.

5. Identify the four elements of the marketing mix and be aware of their importance in developing a marketing strategy.

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 3

Learning Objectives (cont.)

6. Explain how the marketing environment affects strategic market planning.

7. Understand the major components of a marketing plan.

8. Describe how market measurement and sales forecasting are used.

9. Distinguish between a marketing information system and marketing research.

10. Identify the major steps in the consumer buying decision process and the sets of factors that may influence this process.

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 4

What Is Marketing? What Is Relationship Marketing? What Is Customer Relationship Management

(CRM)? What Is Customer Lifetime Value?

Managing Customer Relationships

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 5

Form Utility Place Utility Time Utility Possession Utility

Utility: The Value Added by Marketing

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 6

Evolution of the Marketing Concept Implementing the Marketing Concept

The Marketing Concept

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 7

What Is a Market?• Consumer Markets• Business-to-Business markets• Producer Markets• Reseller Markets• Governmental Markets• Institutional Markets

Markets and Their Classification

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 8

Target Market Selection and Evaluation1. Undifferentiated Approach2. Market Segmentation Approach

Creating a Marketing Mix

Developing Marketing Strategies

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 9

Marketing Environment• Economic forces• Sociocultural forces• Political forces• Legal and regulatory forces• Technological forces

Developing a Marketing Plan Market Measurement and Sales Forecasting

Marketing Strategy

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 10

Marketing Information Systems Marketing Research Using Technology to Gather and Analyze

Marketing Information

Marketing Information

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 11

Consumer Buying Behavior Business Buying Behavior

Types of Buying Behavior