Introduction to Marketing

Introduction to Marketing - Introduction to Marketing...

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Introduction to Marketing Chapter 1: Managing Profitable Customer Relationships
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Learning Goals 1. Understanding the marketplace 2. Evolution of customer-driven marketing strategy 3. Building customer relationships
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What is Marketing? Creating and exchanging value Marketing is the delivery of  customer satisfaction  at a  profit Goal 1: Attract new customers by promising superior  value Goal 2: Retain and grow current customers by providing  satisfaction
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Understanding the Marketplace Products and Services Value, satisfaction, and quality Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts
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Needs Needs - State of felt deprivation i.e. I am hungry. Wants Wants - Needs shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink. Demands Demands - Wants backed by buying power. i.e. I have money to buy this meal.
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This note was uploaded on 01/21/2009 for the course CSE 201 taught by Professor Man during the Spring '09 term at Lehigh University .

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Introduction to Marketing - Introduction to Marketing...

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