- Marketing is the totality of the processes to create and manage customer relationships -
sales force, distribution, marketing communications, customer service, and technical
- The tactics will only work efficiently if there is an overall, comprehensive marketing
strategy focused on the goal of creating and managing customer relationships.
- The critical foundation for all marketing strategy is an intimate understanding of the
customer and why they buy.
- The customer is the person or company individuals who consume the product or service.
- Distribution is not a customer in and of itself but only in conjunction with the actual
- Customer relationships are assets.
- More customer relationships equal more top-line growth.
- The language of marketing is as concerned with customers and relationships, as it is with
- A financial analysis of sales can only tell you the past and present. An analysis of the
underlying customer relationships is the only way to predict the future of sales.
- The company must be able to place a value on a customer relationship if it is to connect
the marketing function to the financial function.
- The customer is not buying your product, but only what it will do.
- What you want to tell customers is not important to marketing - only what customers want to
know is important.
- The strategy, resources and talent needed to start a new relationship may differ from those
needed to retain and grow it.
- CRM has little to do with software and most CRM software has little to do with
- The purchase decision is not exclusively rational; it may be exclusively emotional but most
are a combination of both.
- Rational does not mean logical but does mean conscious.
- "Rational" means, "I have a reason for the purchase that sounds logical," while "emotional"
means that it feels like the right or wrong decision. Emotional decisions are usually the right
- If the customer is truly buying on price, marketing has failed - unless you are a
- Your best source of new product ideas is your customers.