Marketing

forces marketing professionals/organisations to re-examine their assumptions about marketing and the adequacy of best practices flowing from these assumptions.

The movement is towards thinking of marketing less as a function and more as a set of values and processes that all functions participate in implementing.” 

Customer orientation

Integrated effort

Goal achievement

achievement of corporate goals through meeting and exceeding customer needs better than competition

e.g. quantity, quality, trust (emotional value) product performance, relational value (trust)

All staff accept threir responsibility for creating customer satisfaction 

Across al departments (finance, r&d, engineers...)

The belief that corporate goals can be achieved through customer satisfaction 

“By maintaining an outside-in focus, companies can understand what customers value and how to consistently innovate new sources of value that keep bringing them back” 

Building brand awareness & 

getting message across ccurately 

allows marketerts to:

-take advantage of opportunities

-combat threats

Important to monitor.

Economic: 

Social 

Technological

Environmental

Political/Legal