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Relationships and responsibility

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2022/2023 Written for academic year
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The University Of Nottingham (UON)
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Marketng management
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Marketing Management involves the planning, execution, and oversight of activities that deliver value to customers while achieving organizational objectives. It encompasses analyzing market opportunities, selecting target markets, and developing effective marketing mixes—product, price, place, and promotion. A key focus is on building strong customer relationships and adapting strategies in response to market trends and competitive dynamics. By integrating consumer insights and innovative thinking, marketing management ensures that businesses can effectively position their offerings and sustain long-term growth.

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Lecture 10

Relationships and responsibility


Why build a relationship?




Transactional deals with the here and now

customer lifecycle management:




Customer relationship management benefits:

- target in more cost effectively
- Mass customisation of promotional marketing messages
- Increased in depth and breadth of info
- Deeper customer understanding
- Delivering loyalty programmes
- Customer service quality

, CRM - a company dictated process
Realisation customers have a voice, customers are engaged
Social CRM – gives no control as control is taken by the customer and we cant tell a
customer is going to behave.


Customer by value:

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Subjects

  • relationship
  • relationship management
  • crm
  • ethics
  • csr
  • customer lifecycle management

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