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OVERVIEW, LEARNING OBJECTIVES, CLASS PREPARATION

CHAPTER 12- Building Customer Relationships through Effective Marketing

OVERVIEW
This chapter introduces marketing as a process that facilitates exchanges of goods, services, and ideas among individuals and organizations. To form utility (included in our discussion of production in Chapter 9), we now add place, time, and possession utility—direct creations of the marketing process. We also trace the evolution of the marketing concept and outline the steps in its implementation. Following a description of market classifications, we explore the development of marketing strategies. The marketing mix is covered briefly in this section; the four elements of the marketing mix (product, price, distribution, and promotion) are covered in greater detail in Chapters 13, 14, and 15. We explain how the marketing environment affects strategic market planning. We then examine the major components of a marketing plan. We consider several tools for effective marketing planning, including market measurements, sales forecasts, marketing information systems, marketing research, and information technologies. Finally, we focus on an analysis of buying behavior.


Learning Objectives
After studying this chapter, students should be able to:
1. Understand the meaning of marketing and the importance of management of customer relationships.
2. Explain how marketing adds value by creating several forms of utility.
3. Trace the development of the marketing concept and understand how it is implemented.
4. Understand what markets are and how they are classified.
5. Identify the four elements of the marketing mix and be aware of their importance in developing a marketing strategy.
6. Explain how the marketing environment affects strategic market planning.
7. Understand the major components of a marketing plan.
8. Describe how market measurement and sales forecasting are used.
9. Distinguish between a marketing information system and marketing research.
10. Identify the major steps in the consumer buying decision process and the sets of factors that may influence this process.
Class Preparation

Format for Discussion Questions: Typed, (Question in bold) followed by double space and then your answer.
Assignments may be submitted in class paper copy, email, or via Blackboard.
Late assgnments will recieve a maximum of 50% credit

CLASS PREPARATION

READ Chapter 12, Video Case 12.1 Be prepared to discuss the questions at the end of the case
Answer Discussion Questions 1,3,5

 
Crossword: Please download to desktop then open

 

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