Chapter 12 Marketing and Customer Satisfaction Business Today

Marketing AMA definition - –planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Four Ps of Marketing –Planning, Price, Promotion, Place

2Prentice Hall The Changing Nature of Marketing Marketing Defined The Role of Marketing – Needs and Wants – Exchanges and Transactions Marketing Place marketing Cause-related marketing Exchange process Transaction

3Prentice Hall The Changing Nature of Marketing The Role of Marketing – The Four Utilities (exhibit 12.1) Form Utility Time Utility Place Utility Possession Utility Utility

4Prentice Hall The Changing Nature of Marketing The Evolution of Marketing –Production Era, Sales Era, Market Era –Marketing Concept (exhibit 12.2) Technology and the Changing Marketplace – Technology and Relationship Marketing – Communications with Customers Sellers MarketBuyers MarketMarketing Concept

5Prentice Hall The Importance of Understanding Customers Delivering Quality & Customer Service – Customer Satisfaction – Customer Loyalty – Customer Value Disciplines

6Prentice Hall The Importance of Understanding Customers Market Segments and Niches – Market Segments Demographics Geographic Segmentation Psychographics Geodemographics Behavioral segmentation Market Market Segmentation

7Prentice Hall The Importance of Understanding Customers Market Segments and Niches – Market Niches – One-to-One Marketing

8Prentice Hall The Importance of Understanding Customers Analyzing Consumer Buying Behavior – The Buyers Decision Process – Factors that Influence Buying Behavior – Organizational vs. Consumer Buyers Cognitive dissonance Organizational market Consumer markets

9Prentice Hall Marketing Research and Databases How Research Can Help the Marketing Effort Limitations of Marketing Research Virtual Reality Database Marketing Marketing Research Database Marketing