The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
CRM
1. CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/student_view0/index.html
2. WHAT IS MARKETING? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution plus
3. WHAT IS MARKETING? Marketing = Using Exchanges to Satisfy Needs American Marketing Association Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
4. The Concept of Exchange The idea that people give up something to receive something they would rather have. Both buyer and seller are better off after the trade.
7. THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and Legal Competitive External Environmental Factors
8. FIGURE 1-A Summary of factors that affect an organization’s marketing program
11. Orientation Key Ideas Production Sales Market Societal Focus on efficiency of internal operations – if we make it, they will buy it Focus on satisfying customer needs and wants while meeting objectives - if they will buy it, we will make it Focus on satisfying customer needs and wants while enhancing individual and societal well-being. I.e.-mfg using recyclables Focus on aggressive sales techniques and believe that high sales result in high profits MARKETING MANAGEMENT PHILISOPHIES
12. FIGURE 1-B Four different orientations in the history of American business Societal
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14. HOW DO CONSUMERS BENEFIT Utility – the benefits or customer value received by users of the product
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Notas do Editor
An alternative look at the internal and external marketing factors that affect an organization’s marketing program. Information flows from consumers to the marketing department,n which develops a cohesive marketing program to integrate the four marketing mix elements and adapt to the five environmental forces.