Managing Profitable Customer Relationship

FEBS 2404 • Principles of Marketing



CHAPTER
Marketing: 1
Managing
Profitable Customer
Relationship

Faculty of Business Management & Globalization
Tel : 603 8317 8833 (Ext 8407)

,Learning Goals
1. Define marketing and the marketing process.
2. Explain the importance of understanding
customers and identify the five core marketplace
concepts
3. Identify the elements of a customer-driven
marketing strategy and discuss the marketing
management orientations.
4. Discuss customer relationship management and
creating value for and capturing value from
customers
5. Describe the major trends and forces changing
the marketing landscape

BMAKT 1201 Principles of Marketing 2

, What is Marketing?
• Marketing Defined:
“Marketing is a social and managerial
process by which individuals and groups
obtain what they need and want through
creating and exchanging value with
others”
• Marketing is about managing profitable
customer relationships
– Attracting new customers
– Retaining and growing current customers


BMAKT 1201 Principles of Marketing 3