Learning Objectives
             In this chapter, you will learn:
             • How firms use product-based and customer-based 
                    marketing strategies
             • Strategies for communicating with different market 
                    segments
             • To identify customer’s characteristics as they move 
                    through the customer relationship life cycle
             • How online advertising has developed and grown
             © 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a          22
            license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.             2
                                     Learning Objectives (cont’d.)
             • About e-mail marketing strategies
             • About technology-enabled customer relationship 
                    management
             • How to create and maintain brands on the Web
             • How businesses use social media in viral marketing 
                    campaigns
             • About search engine positioning tactics and domain 
                    name selection strategies
             © 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a          33
            license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.             3
                                                                           Introduction
             • When household products were purchased primarily 
                    by women, ads depicting the father as inept might 
                    have made sense
             • Men now take a larger role in these decisions and 
                    companies have turned away from adverting that 
                    makes a joke of men’s experiences
             • In 2012 Kimberly-Clark faced a firestorm of criticism 
                    for portraying men as incompetent caregivers
                       – Company now regularly engages with “dad-focused” 
                             social media outlets and participates in the annual 
                             Dad 2.0 Summit
             © 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a          4
            license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. 
                                           The Four Ps of Marketing 
             • Product is the physical item or service sold
                       – Brand is the customers’ product perception
             • Price is amount customer pays for product
                       – Customer value is customer benefits minus total cost
             • Promotion includes any means to spread word 
                    about product
             • Place (distribution) is the need to have products or 
                    services available in many different locations
                       – Getting right products to the right places at the best 
                             time to sell them
             © 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a          55
            license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.             5
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                  FIGURE 4-1 The four Ps of marketing contribute to marketing strategy
             © 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a          6
            license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.