Chapter 1 - 3 Quotes for Marketing Plan.

Chapter 1 -
1. Marketing, more than any other business function, deals with customers. Although we will soon explore more-detailed defintions of marketing, perhaps the simplest definition is this one: Marketing is managing profitable customer relationships. (Kotler, Marketing: An Introduction, Pg. 5)
2. In this broader sense, customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping, and growing customers. (Kotler, Marketing: An Introduction, Pg. 13)

Chapter 2 -
1. A mission statement is a statement of the organization's purpose - what it wants to accomplish in the larger environment. A clear mission statement acts as an "invisible hand" that guides people in the organization. (Kotler, Marketing: An Introduction, Pg. 37)
2. Consumers stand in the center. The goal is to create value for customers and build profitable customer relationships. Next comes the Marketing Strategy - The marketing logic by which the company hopes to create this customer value and achieve these profitable relationships. (Kotler, Marketing: An Introduction, Pg. 47)

Chapter 3 -
1. The microenvironment consists of the actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of the larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces. (Kotler, Marketing: An Introduction, Pg. 65)
2. Many companies view the marketing environment as an uncontrollable element to which they must react and adapt. (Kotler, Marketing: An Introduction, Pg. 89)