•is the process by which companies create value for customers and society, resulting in strong customer relationships which capture value from the customers in return.

• Marketing

• Advertising

• Promoting

fosters direct and continuous customer involvement in shaping brand conversations, experiences, and community

• Consumer-Engagement Marketing

• •Consumer-Perceived Value

• •Customer Equity

• •Customer Expectations

–The discounted lifetime values of all the company's current and potential customer

• Consumer-Engagement Marketing

• •Consumer-Perceived Value

• •Customer Equity

• •Customer Expectations

–The extent to which a product's perceived performance matches a buyer's expectations

• •Customer Satisfaction

• •Customer Expectations

• •Customer Equity

• •Consumer-Perceived Value

The customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers

• •Customer Equity

• Customer Relationship Management (CRM)

• •Customer Expectations

• •Consumer-Perceived Value

involves managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.

• •Customer Value

• •Customer Relationship Management (CRM)

• •Customer Touch Point

–Based on past buying experiences, the opinions of friends, and market information

• •Customer Satisfaction

• •Customer Expectations

• •Customer Equity

–The difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product

• •Customer Touch Point

• •Customer Value

• Customer Relationship Management (CRM)

–The act of obtaining a desired object from someone by offering something in return

• •Human Want

• •Demands

• •Human Need

• •Exchange

–Any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation

• •Customer Value

• •Customer Touch Point

• •Customer Equity