You are able to describe the aspects of customer oriented marketing concepts, including its objectives and functions. You are able to analyse customer buying behavior and define principles for the segmentation and selection of target groups. You are able to evaluate the effects of digital operational environment on customer oriented marketing. You are able to design a marketing mix, taking into consideration product life cycle, marketing objectives and corporate responsibility.
What are the objectives and role of customer oriented marketing and relationship marketing in the organization’s operation? How does the digital economy and operational environment affect the planning of marketing? How is customer buying behavior and segmentation taken into consideration when defining objectives and target groups? What does marketing mix consist of and how can it be used to reach organizational goals?
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Recommended or required reading
Seija Bergström & Arja Leppänen (2015) Yrityksen asiakasmarkkinointi, Edita (not translated)