Ch outlines

Marketing

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Chapter 1:  Creating Customer Relationships  and Value Through Marketing Professor Jade DeKinder
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Jade S. DeKinder What You Will Know… How to define Marketing What the marketing mix elements are How organizations build customer value through  marketing What the core values, mission, and culture of an  organization are The two ways to aid an organization in answering:  “Where do we want to go?” The three key phases of the strategic marketing  process
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Jade S. DeKinder What is Marketing? Marketing seeks To  discover  the needs and wants of prospective buyers  and to  satisfy  them. The key to achieving these objectives is through  exchange Exchange:  the trade of things of value between buyer and  seller so that each is better off
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Jade S. DeKinder Factors Affecting Marketing
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Jade S. DeKinder Requirements for marketing to  occur  Two or More Parties with Unsatisfied Needs Desire and Ability to Satisfy These Needs A Way for the Parties to Communicate Something to Exchange
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Jade S. DeKinder Discovering Consumer Needs Meeting needs with new products “Focus on the consumer benefit” “Learn from the past”
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Jade S. DeKinder Discovering Consumer Needs Meeting needs with new products “Focus on the consumer benefit” “Learn from the past” Consumer Needs and Consumer Wants
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Jade S. DeKinder Discovering Consumer Needs Meeting needs with new products “Focus on the consumer benefit” “Learn from the past” Consumer Needs and Consumer Wants What a Market Is
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Jade S. DeKinder What a market is Market: people with both the desire and the ability to  buy a specific product Target market: one or more specific groups of  potential customers toward which an organization  directs its marketing program
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Jade S. DeKinder Marketing Mix P roduct A good, service, or idea to satisfy the consumer’s needs P rice What is exchanged for the product P romotion A means of communication between the seller and buyer P lace A means of getting the product into the consumer’s hand
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Jade S. DeKinder Environmental Factors
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Jade S. DeKinder
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Ch outlines - Chapter1: CreatingCustomerRelationships

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