The set of benefits or values a company promises to deliver.
How the offering will be made available to target consumers.
Modern marketing is less about the single transaction and more about the long-term relationship. Chapter 1 introduces CRM as the overarching concept of managing detailed information about individual customers and carefully managing customer "touchpoints." principles of marketing by philip kotler ppt chapter 1
The value of the entire stream of purchases a customer makes over a lifetime of patronage. Losing a customer means losing more than a single sale; it means losing the CLV.
The marketing program transforms the marketing strategy into action. It consists of the Marketing Mix , the primary tools the company uses to implement its strategy, classified as the 4 Ps : Product: Creating a need-satisfying market offering. Price: Deciding how much it will charge for the offering. The set of benefits or values a company promises to deliver
Selling and advertising are only the tip of the marketing iceberg. The goal is to make selling unnecessary by understanding the customer so well that the product fits them perfectly. 2. The Five-Step Marketing Process
Human wants that are backed by buying power. Given their wants and resources, people choose products with benefits that add up to the most value and satisfaction. Market Offerings Chapter 1 introduces CRM as the overarching concept
The portion of the customer's purchasing that a company gets in its product categories.
Managing expectations to ensure repeat purchases.