Marketing Management # 3

Attracting and Retaining Customers

Core Business Processes.
Strong companies develop superior capabilities in managing core business processes such as new-product realization, inventory management, and customer acquisition and retention.

Quality.
Quality is the totality of features and characteristics of product or services that bear on its ability to satisfy stated or implied needs.

Total Quality.
Total quality is the key to value creation and customer satisfaction.

Retaining Customers.
The key to retaining customers is relationship marketing.

The Language of Marketers.
Marketers who don’t learn the language of quality improvement, manufacturing, and operations will become as obsolete as buggy whips.

Marketing Assets.
More of a company’s value resides in its marketing assets—brand, market knowledge, customer relationships, and partner relationship-rather than in its balance sheet.

Driven by Technology.
The best relationship marketing going on today is driven by technology.