A Comparison of the Marketing Concept and Customer Relationship Management

question 249

Multiple Choice

A comparison of the marketing concept and customer relationship management indicates that customer relationship management

• A) and the marketing concept are in fact identical.
• B) attempts to improve profits by keeping quality high, while the marketing concept attempts to improve profits by a careful design of the promotional mix.
• C) turns the marketing concept upside down. The marketing concept emphasized that marketing was the most important function performed by a firm, but customer relationship management views management to be the most important function.
• D) extends the marketing concept by calling for the firm to learn more about its customers so that it not only satisfies them, but exceeds their expectations over time.

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