Chapter 11: Building Customer Relationships
Through Effective Marketing
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 1

Learning Objectives
1.
2.
3.
4.
5.
Understand the meaning of marketing and the importance of management of customer relationships.
Explain how marketing adds value by creating several forms of utility.
Trace the development of the marketing concept and understand how it is implemented.
Understand what markets are and how they are classified.
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 2

Learning Objectives (cont.)
6.
7.
8.
Explain how the marketing environment affects strategic market planning.
Understand the major components of a marketing plan.
Describe how market measurement and sales forecasting are used.
9.
10.
Distinguish between a marketing information system and marketing research.
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 3

Managing Customer Relationships




What Is Marketing?
What Is Relationship Marketing?
What Is Customer Relationship Management
(CRM)?
What Is Customer Lifetime Value?
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 4

Utility: The Value Added by Marketing




Form Utility
Place Utility
Time Utility
Possession Utility
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 5

The Marketing Concept


Evolution of the Marketing Concept
Implementing the Marketing Concept
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 6

Markets and Their Classification

•
•
•
•
•
What Is a Market?
• Consumer Markets
Business-to-Business markets
Producer Markets
Reseller Markets
Governmental Markets
Institutional Markets
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 7

Developing Marketing Strategies


Target Market Selection and Evaluation
1.
Undifferentiated Approach
2.
Market Segmentation Approach
Creating a Marketing Mix
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 8

Marketing Strategy



•
•
•
Marketing Environment
• Economic forces
Sociocultural forces
Political forces
Legal and regulatory forces
• Technological forces
Developing a Marketing Plan
Market Measurement and Sales Forecasting
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 9

Marketing Information



Marketing Information Systems
Marketing Research
Using Technology to Gather and Analyze
Marketing Information
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 10

Types of Buying Behavior


Consumer Buying Behavior
Business Buying Behavior
© 2013 South-Western, a part of Cengage Learning. All rights reserved.
Chapter 11 | Slide 11