CHAPTER 1

MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS

I. LOOKING AHEAD: PREVIEWING THE CONCEPTS

II. WHAT IS MARKETING?

A. Marketing Defined

B. Needs, Wants and Demands

C. Marketing Offers – Products, Services, and Experiences

D. Value and Satisfaction

E. Exchange, Transactions, and Relationships

F. Markets

G. Marketing

III. MARKETING MANAGEMENT

A. Customer and Demand Management

B. Marketing Management Orientations

1. The Production Concept

2. The Product Concept

3. The Selling Concept

4. The Marketing Concept

5. The Societal Marketing Concept

IV. CUSTOMER RELATIONSHIP MANAGEMENT

A. Attracting, Retaining, and Growing Customers

1. Relationship building blocks: Customer value and satisfaction

a. customer value

b. customer satisfaction

2. Customer loyalty and retention

3. Growing “Share of Customer”

B. Building Customer Relationships and Customer Equity

1. Customer equity

2. Customer relationship levels and tools

V. MARKETING CHALLENGES IN THE NEW “CONNECTED” MILLENNIUM

A. Technologies for Connecting

1. The Internet

B. Connecting with Customers

1. Connecting with more carefully selected customers

2. Connecting for a customer’s lifetime

3. Connecting directly

C. Connecting with Marketing Partners

1. Connecting inside the company

2. Connecting with outside partners

a. supply chain management

b. strategic alliances

D. Connecting with the World Around Us

1. Global connections

2. Connections with our values and social responsibilities

3. Broadening connections

E. The New Connected World of Marketing

VI. LOOKING BACK: REVIEWING THE CONCEPTS