Professional Documents
Culture Documents
1 An Overview of Strategic Marketing
1 An Overview of Strategic Marketing
Marketing
Strategy and
Customer
Relationships
1: An Overview of Strategic
Marketing
2: Planning, Implementing, and
Controlling Marketing Strategies
Customers
The purchasers of organizations’ products
Are the focal point of all marketing activities
Target Market
A specific group of customers on whom an
organization focuses its marketing efforts
• A product can be a:
Good
Service
Idea
Is a haircut a product?
What about telecommunications services?
Exchange
The provision or transfer of goods, services,
or ideas in return for something of value
Production Orientation
Industrial Revolution improved speed and
efficiency
Large increases in available products
Sales Orientation
Many products with not enough demand
Businesses viewed sales and selling as the main
means of increasing profits
An organization-wide commitment to
researching and responding to
customer needs
• Emerged in the mid-20th century
• Determine what customers want and product
those products
Relationship Marketing
Establishing long term mutually satisfying,
buyer/seller relationships
Customer-centric Marketing
Developing collaborative relationships with
customers based on focusing on their individual
needs and concerns
Value
A customer’s subjective assessment of
benefits relative to costs in determining the
worth of a product
Value
=
Customer
Benefits – Customer
Costs
Marketing helps to
connect people in the
global economy
How does Apple utilize
technology in its
marketing efforts?
How do Apple products
keep customers
connected?
•
Marketing Marketing concept
Customers Marketing orientation
Marketing mix Relationship marketing
Target market Customer-centric marketing
Products Customer relationship
management (CRM)
Exchanges Value
Stakeholders Marketing management
Marketing environment Green marketing