1. Chapter 12 Marketing and Customer Satisfaction Business Today

2. 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

3. 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

4. 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

5. 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

6. 5Prentice Hall The Importance of Understanding Customers Delivering Quality & Customer Service – Customer Satisfaction – Customer Loyalty – Customer Value Disciplines

7. 6Prentice Hall The Importance of Understanding Customers Market Segments and Niches – Market Segments Demographics Geographic Segmentation Psychographics Geodemographics Behavioral segmentation Market Market Segmentation

8. 7Prentice Hall The Importance of Understanding Customers Market Segments and Niches – Market Niches – One-to-One Marketing

9. 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

10. 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