Lecture 2_Ch 1 - Chapter 1 Creating Customer Relationships...

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Chapter 1: Creating Customer Relationships and Value Through Marketing Professor Jade DeKinder
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What You Will Know… { How to define Marketing { What the marketing mix elements are { How organizations build customer value through marketing
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What is Marketing? { Marketing seeks To discover the needs and wants of prospective buyers and to satisfy them. { The key to achieving these objectives is through exchange Exchange: the trade of things of value between buyer and seller so that each is better off
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Marketing Definition (AMA) { Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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