ch12 - > > > > > > > >Chapter 12...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
> > > > > > > > Customer-Driven Marketing Chapter 12
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Summarize the ways in which marketing creates utility. Discuss the marketing concept. Describe not-for-profit marketing, and identify the five major categories of nontraditional marketing. Outline the basic steps in developing a marketing strategy. Describe the marketing research function. Identify and explain the methods available for segmenting consumer and business markets. Outline the determinants of consumer behavior. Discuss the benefits and tools for relationship marketing. 1 2 3 4 Learning Goals 5 6 7 8
Background image of page 2
Marketing - 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. Best marketers create a link in consumers’ minds between the new need and the fulfillment of that need by the product. Exchange process - activity in which two or more parties give something of value to each other to satisfy perceived needs. What is Marketing?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Utility - want-satisfying power of a good or service . Create time utility by making a good or service available when customers want to purchase it. Create place utility by making a product available in a location convenient for customers. Create ownership utility through an orderly transfer of goods and services from the seller to the buyer. H ow M arketing Creates Utility
Background image of page 4
Evolution of the M arketing Concept
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing concept - company-wide consumer orientation to promote long-run success.
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/08/2010 for the course OLS 284 taught by Professor Staff during the Fall '08 term at Purdue University-West Lafayette.

Page1 / 22

ch12 - > > > > > > > >Chapter 12...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online