1. CUSTOMER RELATIONSHIP MANAGEMENT

2. Business Vision

4. Industry competition: A company sees its competitors as all companies that make the same product or class of products. Thus, Volkswagen would be competing against all other car manufacturers.

5. Form competition: A company sees its competitors as all companies that manufacture products that supply the same service. Volkswagen would see itself competing against manufacturers of all vehicles, such as motorcycles, bicycles, and trucks.

8. Psychographic : attitudes, opinions, values, lifestyle

9. Geographic : availability of product

11. Value

12. Value of Customer The value the customer receives The value the customer receives derives from the total experience they have with both the core product and the product surround. In fact, customers are not buying goods or services, but specific benefits, which solve problems

13. Value Value Creation Value Appropriation Value Consumption Value Renewal Value Transfer

14. Needs or Wants?

16. Attachment needs (love, belonging, friendship, family) meaningful connections

18. Meaningful marketers know that most of our basic needs are satisfied by the products and services we already buy..But that is not to say that the marketers of these basic products are exempt from creating marketing with meaning—on the contrary. If you sell a commodity, the need and opportunities for you to create marketing whose meaning transcends your product are limitless.

19. Marketing itself must improve consumers’ lives and accomplish something of intrinsic value, independent of the product or service it aims to sell, whether or not people actually ever purchase it.

21. Value of Customer Aquisition The starting point is to determine how much it costs to acquire customers in different segments and micro-segments through the organization’s existing channels and media consider how acquisition costs may vary across different channels and media. For instance, web sites have enabled companies to acquire customers at a fraction of the cost of other more traditional hannels.

22. Value of Customer Retention Customer retention and its economics It is generally acknowledged that it costs around five times more to win a new customer than it does to keep an existing one. Yet many companies still direct their marketing activity towards acquiring new customers, rather than keeping existing ones.