2. Marketing management methodology
It is outlined here in four points:
the underlying logic ;
the general approach ;
marketing mix: and/or customer relationship management ;
specificities in a business-to-business context.
2.1 Underlying logic
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The aim of the marketing function is to satisfy customers. Marketing seeks to satisfy target customers, because the positive impression of a purchasing and/or consumption experience that results from the customer's comparison of product expectations with perceived performance, has the effect of :
encourage loyalty;
reduce price sensitivity;
to encourage them to buy more;
make him pay less attention...
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Marketing management methodology
Market intelligence at the heart of marketing management
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