Chapter 1

Chapter 1 - Chapter 1: Creating Customer Relationships and...

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Chapter 1: Creating Customer Relationships and Value  Trough Marketing 09/01/2008 21:01:00 Marketing:  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. Affects all individuals, organizations, industries, and countries. Seeks (1) to discover the needs and wants of prospective customers and (2)  to satisfy them. o Exchange  so that each is better off after the trade. An organization’s marketing department relates to many people, groups, and  forces such as society (other organizations, suppliers, and relationships) and  environmental forces (social, economic, technological, competitive, and  regulatory). Requirements are (1) two or more parties with unsatisfied needs, (2) a desire  and ability to be satisfied, (3) a way for the parties to communicate, and  (4) 
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This note was uploaded on 10/04/2008 for the course BA 292 taught by Professor Adler during the Spring '08 term at Pepperdine.

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Chapter 1 - Chapter 1: Creating Customer Relationships and...

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