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Relating
for the
long term; currently
many companies are
using the
customer relationship management to retain current customers and
build profitable, long-term relationships with them.
4. Partner relationship marketing
It
means working closely with partner
in other company departments and
outside the company to jointly bring greater value to customers
2.3.4
Capturing value from customers
The
marketer’s aim is to build the right relationships with the right customers.
In return
for creating
value
for targeted customers, the company captures
value
from
customers in form of profits and customer equity.
2.4
Understanding The Marketplace and Consumer Needs
2.4.1
Needs, wants and demands
Shopping
center
needs
to
understand
its
target market’s needs, wants and
demands. Needs is the basic human needs, human needs air to breathe, water to drink,
food
for
survive
and
clothes
to
wear.
Beside that human also needs education,
recreation and entertainment. Wants
is
the
condition
when the said
needs
is directed
to the more specific objectives and is formed through the certain group/community
culture.
For
example,
the
Jakarta
teenagers need
clothes,
however
they
required
the
clothes
with
funky
fashion.
Demand
is
the wants to the certain products, which is
supported with the ability to buy the said products. Many people want to wear clothes
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