Chapter 1: Marketing and the Customer

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Chapter 1Marketing and the Customer
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Its All About Satisfaction

• Marketing
• things of value are being exchanged,
• ultimate goal customer satisfaction

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Figure 1-1 The Give and Get of Marketing
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and Creating Value

• meeting or exceeding customer expectations
• value is not only about price

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Whats Involved in Marketing?

• Marketing is the total system designed to plan,
  price, promote, and distribute need-satisfying
  products, services, and ideas to target markets
  in order to achieve the objectives of both the
  consumer and the organization.

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The Marketing Mix

• product, price, distribution and promotion.
• relationship with customers.

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Drivers of Customer Satisfaction

• The core product or service offered
• Support services and systems
• The technical performance of the firm
• Interaction with the firm and it employees
• The emotional connection with customers

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Figure 1-2 Factors that Drive Customer
Satisfaction
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Marketers and Markets

• decision makers, consumers, purchasers, and
  influencers.
• consumers needs and wants.
• Much happens before and after the sale to affect
  customer satisfaction

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Figure 1-3 Stages of Customer Interaction
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The New View of Marketing

• Four principles guide marketing
• retention
• referrals
• relationships
• recovery