文档介绍：,ithasbeenarguedthatitisthecentralfunction,’sdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”paniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn精选文档3Marketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,,panypromotes/sellstheseproductFocusesonneeds/petitorsFocusesonneeds/wantsoftargetmarketsanddeliveringsuperiorvalueSociety’swell-being精选文档6CustomerLifetimeValue::’sperformance,–Customerrelationshipmanagement…...“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.”Attracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequity精选文档9ShareofcustomerTheportionofthecustomer’-sellingUp-selling精选文档10