Introduction to

Marketing
IMK 351

Teacher Name: Abid Jamil

Week 03
 Build a Profitable
Relationship
The overall process of building and maintaining profitable
customer relationships by delivering superior customer
value and satisfaction…….
 Build a Profitable
Relationship
The overall process of building and maintaining profitable
customer relationships by delivering superior customer
value and satisfaction…….
Build a Profitable
Relationship
Building Blocks
Customer-
perceived value

Customer
satisfaction

Partner relationship
management
 Build a Profitable
Relationship
Customer- perceived value

The difference between total customer

perceived benefits and customer cost
For example, a customer doesn't buy a
drill to have a drill. He buys a drill to have
the capacity to make holes.
Customer- perceived value
Build a Profitable
Relationship
Customer satisfaction

The extent to which

perceived
performance
matches a buyer’s
expectations…….
The Changing Nature of
Customer Relationships
 Relating with more carefully selected
customers uses selective relationship
management to target fewer, more
profitable customers.
 Relating more deeply and interactively
by incorporating more interactive two
way relationships through blogs,
Websites, online communities and social
networks.
Capturing Value from
Customers:
Creating Customer Loyalty
and Retention
Company and Marketing
Strategy
1. Company Wide Strategic
Planning
Strategic Planning

Strategic planning is defined

as:
 “Theprocess of developing and
maintaining a strategic fit
between the organization’s goals
and capabilities and its
changing marketing
opportunities.”
It involves:
Defining a clear company mission,
setting supporting objectives
 designing a good business portfolio
 and coordinating functional strategies
Defining a Market Oriented
Mission
Mission Statement:
A mission is a short statement of an
organization's purpose, identifying the
scope of its operations:
what kind of product or service it provides
its primary customers or market
 Formal Mission Statement
answers following
questions:
 What is our business?
 Who is the customer?
 What do customers value?
 What should our business be?
 Key points in a Mission
Statement:
 Mission Statement should be market oriented. That
is, it should define the business in terms of
customer’s needs
 Management should avoid making its mission too
narrow or too broad.
 Missions should also be specific.
 Missions should fit the market environment.
 Missions should be motivating.
Thank You