Lesson 1: Customer Relationships Lesson

Unit: Principles of Marketing

Lesson 1: Customer Relationships

Class Discussion

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Lesson 1 – Customer Relationships

Objectives:
•Define Marketing

•Explain how marketing has
evolved

•Consumer vs.
business-to-business markets

•Identify buying behaviors of
different customers

What Is Marketing?

•Developing, promoting, and
distributing products to satisfy
the wants and needs of a
customer

•2-Way street connecting
product maker/seller with
customer

Evolution of Marketing

•Production Era

•Selling Era

•Marketing Era

•Relationship Era

Over time, marketing has evolved to

meet business needs.

Classification of Markets

Market- is a group of people who need products in a given category and who meet these three criteria:

• They must want the

product.

• They must have

means to purchase
the product.

• And they must be

authorized to
purchase the
product.

Classification of Markets

Consumer (B2C)

•Will use the product

•Will not use the product
for profit

Business-to-Business (B2B)

•Will use product to make
other products or to resell

Customer Behavior

• Understanding

customer is critical
for success

• Consumer and

business buying
behaviors are
different

Customer Behavior- Consumer

Influences of consumer buying
decisions include:

•Personal elements
•Psychological elements
•Social elements
•Cultural elements

Customer Behavior- Business

Business buyers are:
•Trained to negotiate
•Specialists in a line of items
•Experts about the products

Managing Marketing Information

• Managing Marketing

Information

• CRM
• Data used to make good

marketing decisions

Multiple Choice

Marketing is the developing, promoting, and distributing products to satisfy the wants and needs of a customer

• True

• False

Multiple Choice

Which one is not part of the market evolution over time?

• Production Era

• Selling Era

• Decision Making Era

• Relationship Era

Multiple Select

Market- is a group of people who need products in a given category and who meet these three criteria:(Select all that apply)

• They must want the product

• they must need the product

• •They must have means to purchase the product.

• They must be authorzied to purchase the product.

Multiple Choice

Which example is not a customer behavior influenced by consumer buying decisions?

• Personal Elements

• Psychological Elements

• Social Elements

• Environmental Elements

Multiple Choice

Nike Shoe Factory is an example of B2C.

• True

• False

Multiple Choice

Wal-Mart is an example of B2C.

• True

• False