1. MARKETING Management is
Marketing MANAGEMENT
the art and science of choosing
target markets and building
profitable relationships with
them.
2.
3. DEMARKETING
“ Marketing to reduce
demand temporarily or
permanently, the aim is not to
destroy demand but only to
reduce or shift it.”
DEMARKETING is the
process of reducing consumer
demand for a good or service
to a level that the firm can
supply.
4. TRANSACTION-BASED
MARKETING
In Transaction Based
Marketing, buyer and seller
exchanges are characterized
by limited communications and
little or no ongoing
relationships between the
parties.
5. RELATIONSHIP
MARKETING
Relationship Marketing is
the development and maintenance
of long-term, cost effective
relationships with individual
customers, suppliers and other
partners for mutual benefit.
• Two Components For
Relationship Marketing:-
1) Customer Focus
2) Competitive Advantage
6. CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
Customer Relationship
Management is the combination of
strategies and tools that drive
relationship programs, reorienting
the entire organization to a
concentrated focus on satisfying
customers. CRM leverages
technology as a means to manage
customer relationships and to
integrate all stakeholders into a
company’s product design and
development, manufacturing,
marketing, sales and customer
service processes.
7. DATABASE
A database is a collection
of data organized to service
many applications. A
database provides convenient
access to data for a wide
variety of users and users
needs.
8. DATABASE MANAGEMENT
SYSTEM
Database Management
System is the software that
centralises data and manages
access to the database.
9. DATABASE MARKETING
Use of software to analyze
marketing information,
identifying and targeting
messages toward specific
groups of potential customers.
In other words, the use
of information technology to
analyze data about customers
and their transactions is
referred to as Database
Marketing.
10. FOUR BASIC ELEMENTS FOR
BUILDING LONG-TERM
RELATIONSHIPS WITH CONSUMERS
AND OTHER BUSINESS
• First, Database Technology
helps a company to identify
current and potential customers
with selected demographic,
purchase and lifestyle
characteristics.
• Second, through Database
Marketing, the firm analyzes this
information and can modify its
marketing mix to deliver
differentiated messages and
customized marketing programs
to individual consumers.
• Third, through Relationships
Marketing, the firm is able to
monitor each relationship.
• Finally, CRM uses intimate
knowledge of customers and
customer preferences to orient
every part of the organization.
12. LIFETIME VALUE OF A
CUSTOMER
Revenues and intangible
benefits, such as referrals and
customer feedback, that a customer
brings to the seller over an average
lifetime, less the amount the
company must spend to acquire,
market to, and service the customer.
