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Unformatted text preview: strategic societal marketing concept), how to achieve a marketing orientation , definition of customer value, customer value requirements, customer satisfaction , how marketers build relationships , the difference between benefits and goods/services orientation sales and marketing orientations , reasons to study marketing. Chapter 7- Be familiar with the six segments of Nokia's customer base from the video I showed in class. Know the following definitions: market, market segment, market segmentation. Know the difference between a fully segmented market and a market segmented by one or two characteristics . Know well criteria for segmentation, know what segmentation bases are, know thoroughly the 5 bases for segmentation-what they are, how they differ, and their strengths and weaknesses, as covered in class....
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This note was uploaded on 04/17/2008 for the course MKTG 301 taught by Professor Goldman during the Spring '08 term at UMass (Amherst).
- Spring '08