CRM: Customer

Relationship
Management

Week 1

Escuela Profesional de Administración de Negocios Globales

Book: Principles of Marketing Philip Kotler

Gary Armstrong

p.1-9

Escuela
Escuela Profesional
Profesional de
de Administración
Administración de
de Negocios
Negocios Globales
Globales
 INDEX

• Basic concepts of Marketing

• Objetives
• Functions and processes their importance with the other areas
of the company.

Escuela
Escuela Profesional
Profesional de
de Administración
Administración de
de Negocios
Negocios Globales
Globales
CONCEPT

Marketing

✔Marketing is more than any

other business function, deals
with customers.
✔Marketing is managing
profitable Customer
Relationships.

Escuela Profesional de Administración de Negocios Globales

 What is Marketing?

- According to Kotler and Armstrong marketing is defined as:

“A social and managerial process by which individuals and businesses obtain what they need and
want through creating and exchanging value with others”

- According to the American Marketing Association ( AMA) :

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large”

Escuela Profesional de Administración de Negocios Globales

MARKETING AND VALUE

• Marketing is the process by which

Marketing & companies create value for customers
and build strong Customer
Creation of Relationships in order to capture value
from customers in return, in a new
Value sense of satisfying Customer needs.

Escuela Profesional de Administración de Negocios Globales

 Marketing and value creation
• Exchange relationships seeking to satisfy needs and desires

• The Mkt is in charge of studying the process of relationships that

occur between two parties in search of value

• RAE: Set of principles and practices that seek to increase trade,

especially demand

• AMA*: It is the activity, the set of institutions and processes to

create, communicate, deliver and exchange offers that have value for
consumers, customers, partners and society in general.
*American Marketing Association
• Kotler y Armstrong (2018)
Marketing is the activity that engages customers and manages
relationships with them.

KEYWORDS

MARKETING: Relaciones
/ Value/ Discovery/
Creation / Co creation /
Loyalty
 Capture value from
Create value for customers and build Customer relationships customers in return

A SIMPLE MODEL OF MARKETING PROCESS

Source: Principles of Marketing. Kotler

Escuela Profesional de Administración de Negocios Globales

OBJECTIVES
• “specific” (específico)
• “measurable”(medible)
• “attainable” (alcanzable)
• “relevant” (relevante)
• “timely” (a tiempo).

It refers to the conditions that a company's objectives

should meet to be considered intelligent and effective.
The importance of marketing with the other
areas of the company.
• Investigate the market situation.
• Promote the strong positioning of the company's brand.
• Work on the promotion of the company and develop the brand in
the market.
• Carry out the pricing process, studying the competence
 Marketing's role in connecting production to
consumption
The purpose of commercial business is to find and retain customers by
creating a compelling value proposition.

(Producing products and services) (Paying for products and services)

Escuela Profesional de Administración de Negocios Globales

 “We define culture as our values in
action. It’s how we deliver superior
customer service, create a great
front-line work environment and
improve performance in order to
achieve our common purpose of
saving people money so they can
live better.”

source: https://careers.walmart.com/values

Escuela Profesional de Administración de Negocios Globales

Th ATTRACT new customers
by promising superior value
and TO KEEP and grow
current customers by
delivering satisfaction

Escuela Profesional de Administración de Negocios Globales

 Gracias

Escuela Profesional de Administración de Negocios Globales