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Unformatted text preview: The Marketing Mix: How marketers implement marketing strategies Alternate Definition: “Marketing: The process of planning and executing the conception, pricing, , and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives to serve both buyers and sellers.” (American Marketing Asso.) Building and Capturing Customer Value Superior customer value results in: Customer loyalty and retention Customer referrals More customers Customer equity Higher profits Companies believe. .. We provide a superior customer experience. ____ % Prime reason customers defect? Price Customers say. .. Company provides a superior customer experience. ____% Prime reason customers defect? Poor service...
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- Spring '08
- Marketing, Societal Marketing Concept, Customer equity Higher profits Companies