Fundamental of Marketing

Topics: Marketing, Customer relationship management, Customer Pages: 4 (1075 words) Published: June 11, 2006
Josh Hazel
Fundamentals of Marketing
05/07/2005
Unit 1 Individual Assignment

Attention Managers:

The market is the set of actual and potential buyers of a product. Building customer value and satisfaction is the key to product success. Marketing is about understanding customers needs and developing a product that provides value and promotes effectively. Marketing, in addition, is also about wants and demands. Wants are shaped by culture and personality. Demands are wants that are backed by purchasing power. As a marketer responsibility is formed to provide a combination of products, services, information, or experience to satisfy these needs, wants, and demands. Customers form expectations about the value of products and services that are offered. (Armstrong, Kottler, 2005. Page 6-9)

Customer relationship management is important to build and maintain profitable customer relationships and deliver superior customer value and satisfaction. Building a proper relationship requires acquiring, maintaining, and increasing customers. It can be difficult to attract new customers. With such a wide array of products to choose from the consumer will purchase the product with the greatest perceived value. This would be the difference between the benefits provided by the product or services ands its cost. In order to provide the best product, the customer has to perceive that the performance or value of the product must match the high expectations of the customers needs. (Armstrong, Kottler, 2005. Page 16,17)

The ability to not only create new customers, but, maintain current customers is key to a successful business. By creating superior customer value, satisfied customers will stay loyal and continue to make purchases. Retention is important to a business. If a customer has a negative experience with a product or service he/she will tell this experience to about 10 other people. However, if the customer has a good experience they will only...

References: Armstrong, Gary & Kotler, Philip (2005). Marketing: An Introduction 7th edition New Jersey:
Pearson Prentice Hall
Roberts Jr, William A. (05/06/2004) Market Trends: Cold Beverages Running Hot Retrieved
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Starling, Shane (07-08/2002) Functional Beverages Pour It On Retrieved May 6, 2005, from
May 6, 2005, from
http://www.euromonitor.com/report_summary.asp?docid=23799
Mastroberte, Tammy (n.d.) Smells Like Teen Dollars Retrieved May 6, 2005 from,
http://www.csnews.com/csn/print/article_display.jsp?vnu_content_id=1000810030
Ascend Media, LLC. (n.d.) Around the Beverage Cooler Retrieved May 6, 2005 from,
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