chapter 1 Marketing creating customer value and engagement *CONCEPTS

the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
states of felt deprivation
the form human needs take as they are shaped by culture and individual personality.
human wants that are backed by buying power
market offerings
some combination or products, services, information, or experience offered to a market to satisfy a need or want.
marketing myopia
the mistake of paying more attention to the specific products a company offers than to the benefits and experience produced by these products.
the act of obtaining a desired object from someone by offering something in return
the set of all actual and potential buyers of a product or service.
marketing management
the art and science of choosing target markets and building profitable relationships with them.
production concept
the idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on improving production and distribution efficiency.
product concept
the idea that consumers will favor products that offer the most quality, performance, and features, therefore, the organization should devote its energy to making continuous product improvements.
selling concept
the idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort.
marketing concept
a philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
societal marketing concept
the idea that a company’s marketing decisions should consider consumers wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.
customer relationship management
the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
customer perceived value
the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.
customer satisfaction
the extent to which a product’s perceived performance matches a buyers expectations
customer engagement marketing
making the brand a meaningful part of consumers’ conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community.
consumer generated marketing
brand exchanges created by consumers themselves–both invited and uninvited–by which consumers are playing and increasing role in shaping their own brand experiences and those of other consumers.
partner relationship management
working closely with partners in other company departments and outside the company to jointly, bring greater value to customers.
customer lifetime value
the value of the entire stream of purchases a customer makes over a lifetime of patronage.
share of customer
the portion of the customer’s purchasing that a company get in its product categories
customer equity
the total combined customer lifetime values of all of the company’s customers.
digital and social media marketing
using digital marketing tools such as web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices.
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