marketing essay questions

Question 1 : Discuss strategies for building lasting customer relationships . Why do you think a business should put such a high value on this strategy

According to Kotler and Armstrong (2006 , customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer values and satisfaction . Customers do not objectively react to the products in their product values rather as perceived values . This means that the companies should focus on how to make the life of their customers better instead of just harping on the good

features of their products . Customer satisfaction is also a very important issue which the companies should tackle . The customers ' satisfaction is measured relative to both the product 's perceived value and meeting the buyer 's expectations . The strategies that cab be used here are developing basic relationships e .g making telephone calls for individual buyers . For bulk buyer , the company can enter into partnership programs . A novel way of maintaining such relations is the frequency marketing which is now used by many major service providers like the reward points in credit cards frequent-flier programs by airlines etc

Companies in present days are realizing the importance of their customers and more than that need to be in their good books so that the customer makes repeated purchases . In the relations are very well maintained slight deterioration in quality or service is also seen to be occasionally tolerated by the customers

Question2 : Describe the five marketing management orientations . In your opinion , which orientation places the most emphasis on the consumer Why ? Which orientation places the least emphasis on the consumer ? Why

Maskarenhas (2007 , gives the five marketing management 's orientations as

Production Concept - This concept was present in the 1850s . Here , the consumers prefer products that are widely available and inexpensive and the demand exceeds supply . The aim is to high production efficiency at the lowest cost and hence beat the competitor . The products are distributed by mass-distribution and there is poor or no customer service

Product Concept - This concept was present in the early 1990s , when the consumers started preferring products with best quality , performance and innovative features . The demand still exceeded the supply though the production strategy was to produce superior quality of products . All the pricing , promotion and distribution channels aimed to highlight quality

Selling Concept - This concept was present in the 1945s , when the supply started exceeding the demand . TO counter this , the companies resorted to aggressive selling . This era saw predatory pricing strategies and a focus to clear the factory inventories . The distribution was again mass-oriented

Marketing Concept - This concept was present in the 1960s when the supply far exceeded the demand . Here , the companies started to create an awareness of the product among consumers to prompt them to buy from them . The prices were integrated and there were major discounts and finances for bulk or combination products

Social Marketing Concept - This is the concept which started out in the 2000 . The companies focused on the...