Please let me know if you need access to the Kolther & Keller textbook. 1. After reviewing chapters 4 and 5 of the Kotler and Keller text, and using specific information derived from the text, provide...

Running Head: MARKETING MANAGEMENT                        1
MARKETING MANAGEMENT                                2
MARKETING MANAGEMENT
Table of Contents
Answer 1    3
(a)    3
(b)    4
Answer 2    4
Answer 3    5
References    7
Answer 1
(a)
A strong link exists between long-term market performance and long-term relationships with customers. From consumer perceptions to customer retention, customer satisfaction and customer development, effective companies capitalize on every step of the customer life cycle. If a certain degree of confidence and comfort has been established, most consumers tend to stay loyal to businesses and their goods.
The collection and retention of customers is just the start of the life cycle of customer relationships. Ideally, the business should target only opportunities of high-value and low work force. As mentioned by Venkatesan (2017), the cost of attracting a new client is much higher than the cost of maintaining a current client. Effective marketing methods have always been customer testimonials and advice.
They always work to encourage new clients to give something a try. There are unparalleled opportunities for businesses to engage consumers as trustworthy advocates in today's digital media environment. As mentioned by Kotler and Keller (2006), these practices become especially successful when companies invest in developing good customer relationships. Smart marketers recognize that they appear to become more loyal to that role when individuals take a public stance on a product or concern. Management of consumer relationships may thus become a vicious spiral.
As indicated by Iglesias, Markovic, Bagherzadeh and Singh (2020), the marketing team needs to become more personally active, as clients have more visibility and constructive contact with a business and its goods and they are more likely to become outspoken evangelists, who openly express their views. For repeat sales and increased consumer lifetime value, customers become such an effective part of a marketing machine that creates new business and keeps loyal customers.
(b)
Perception is a psychological variable that is considered to affect customer behavior involved in the purchasing decision process. In this customer phase, other variables include learning, motivation, attitude, lifestyle, personality. As explained by Pennebaker (2017), motivation speaks to the consumer's internal desires. A strong instrument is learning how to inspire the client. The way the target consumer perceives the environment or...