{"id":35,"date":"2015-08-28T17:34:30","date_gmt":"2015-08-28T17:34:30","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=35"},"modified":"2024-05-13T15:54:10","modified_gmt":"2024-05-13T15:54:10","slug":"outcome-customers-and-consumers","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/outcome-customers-and-consumers\/","title":{"raw":"Outcome: Marketing and Customer Relationships","rendered":"Outcome: Marketing and Customer Relationships"},"content":{"raw":"<h2>What you'll learn to do:\u00a0describe the role of marketing in building and managing customer relationships<\/h2>\r\nThe marketing concept provides exactly the right mindset for what we ultimately want to achieve: building strong relationships with customers. Next we'll explore how marketing plays a central role in each stage of building and managing customer relationships.\r\n\r\nThe specific things you\u2019ll learn in this section include:\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Define the concept of customer lifetime value<\/li>\r\n\t<li style=\"font-weight: 400;\">Explain why customer relationship building is a central purpose of marketing<\/li>\r\n\t<li style=\"font-weight: 400;\"><span data-sheets-value=\"[null,2,&quot;Add 3rd level outcome: Explain engagement marketing and how it alters a customer\\u2019s relationship with a brand. Probably good to add MGAs eventually, but not for spring. &quot;]\" data-sheets-userformat=\"[null,null,4995,[null,0],[null,2,16043212],null,null,null,null,null,2,4,0,null,null,&quot;arial,sans,sans-serif&quot;]\">Explain engagement marketing and how it alters a customer\u2019s relationship with a brand.\u00a0<\/span><\/li>\r\n<\/ul>\r\n<h3>Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n<ul>\r\n\t<li>Reading: Marketing and Customer Relationships<\/li>\r\n\t<li>Self Check: Marketing and Customer Relationships<\/li>\r\n<\/ul>","rendered":"<h2>What you&#8217;ll learn to do:\u00a0describe the role of marketing in building and managing customer relationships<\/h2>\n<p>The marketing concept provides exactly the right mindset for what we ultimately want to achieve: building strong relationships with customers. Next we&#8217;ll explore how marketing plays a central role in each stage of building and managing customer relationships.<\/p>\n<p>The specific things you\u2019ll learn in this section include:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Define the concept of customer lifetime value<\/li>\n<li style=\"font-weight: 400;\">Explain why customer relationship building is a central purpose of marketing<\/li>\n<li style=\"font-weight: 400;\"><span data-sheets-value=\"[null,2,&quot;Add 3rd level outcome: Explain engagement marketing and how it alters a customer\\u2019s relationship with a brand. Probably good to add MGAs eventually, but not for spring. &quot;]\" data-sheets-userformat=\"[null,null,4995,[null,0],[null,2,16043212],null,null,null,null,null,2,4,0,null,null,&quot;arial,sans,sans-serif&quot;]\">Explain engagement marketing and how it alters a customer\u2019s relationship with a brand.\u00a0<\/span><\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Marketing and Customer Relationships<\/li>\n<li>Self Check: Marketing and Customer Relationships<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-35\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Marketing and Customer Relationships. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":923,"menu_order":11,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Marketing and Customer Relationships\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"539ad209-93cc-4538-8737-b88d74c523b7","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-35","chapter","type-chapter","status-publish","hentry"],"part":3,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/35","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/923"}],"version-history":[{"count":10,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/35\/revisions"}],"predecessor-version":[{"id":7220,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/35\/revisions\/7220"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/35\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=35"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=35"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=35"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=35"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}