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Managing Profitable Customer Relationships

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Mehmet Cihangir
Mehmet Cihangir

This document provides an overview of marketing concepts from a textbook chapter. It defines marketing as managing profitable customer relationships and outlines the five-step marketing process of understanding customers, designing a strategy, implementing programs, building relationships, and capturing value. It also discusses trends like digitalization, globalization, and the need for ethical and socially responsible marketing practices.

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Marketing: Managing Profitable Customer Relationships Chapter 1
Learning Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Case Study NASCAR – What is its secret? ,[object Object],[object Object],[object Object],[object Object]
What is Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Define marketing and the marketing process.
The Marketing Process A Five-Step Process ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Define marketing and the marketing process.
Understanding the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core Concepts Goal 2: Identify the five core marketplace concepts.
Understanding the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core Concepts Goal 2: Identify the five core marketplace concepts.
Understanding the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core Concepts Goal 2: Identify the five core marketplace concepts.
Understanding the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core Concepts Goal 2: Identify the five core marketplace concepts.
Understanding the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core Concepts Goal 2: Identify the five core marketplace concepts.
Marketing Management ,[object Object],[object Object],[object Object],[object Object],Goal 3: Identify elements of a customer-driven strategy.
Selecting Customers and Creating Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Identify elements of a customer-driven strategy.
Marketing Management ,[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Orientations Goal 3: Identify elements of a customer-driven strategy.
The Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Identify elements of a customer-driven strategy.
Building Customer Relationships ,[object Object],[object Object],Goal 4: Discuss CRM and capturing value.
Value and Satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Discuss CRM and capturing value.
Not All Customers are Equal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Discuss CRM and capturing value.
Capturing Value from Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],Key Concepts Goal 4: Discuss CRM and capturing value.
Capturing Value from Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],Key Concepts Goal 4: Discuss CRM and capturing value.
Capturing Value from Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Concepts Goal 4: Discuss CRM and capturing value.
Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Challenges Goal 5: Discuss trends and forces.
Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Challenges Goal 5: Discuss trends and forces.
Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Challenges Goal 5: Discuss trends and forces.
Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Challenges Goal 5: Discuss trends and forces.
Marketing Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Challenges Goal 5: Discuss trends and forces.
What is Marketing ,[object Object]

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Managing Profitable Customer Relationships

  • 1. Marketing: Managing Profitable Customer Relationships Chapter 1
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