Lecture 2 Ch1 and Ch2_BB

Lecture 2 Ch1 and Ch2_BB - Click to edit Master subtitle...

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Unformatted text preview: Click to edit Master subtitle style Chapter 1: Creating Customer Relationships and Value Through Marketing Professor Jade DeKinder Jade S. DeKinder Jade S. DeKinder What You Will Know n How to define Marketing n What the marketing mix elements are n How organizations build customer value through marketing n What the core values, mission, and culture of an organization are n The two ways to aid an organization in answering: Where do we want to go? n The three key phases of the strategic marketing Jade S. DeKinder Jade S. DeKinder What is Marketing? n Marketing seeks q To discover the needs and wants of prospective buyers and q to satisfy them. n The key to achieving these objectives is through exchange q Exchange: the trade of things of value between buyer and seller so that each is better off Jade S. DeKinder Jade S. DeKinder Factors Affecting Marketing Jade S. DeKinder Jade S. DeKinder Requirements for marketing to occur n Two or More Parties with Unsatisfied Needs n Desire and Ability to Satisfy These Needs n A Way for the Parties to Communicate n Something to Exchange Jade S. DeKinder Jade S. DeKinder Discovering Consumer Needs n Meeting needs with new products q Focus on the consumer benefit q Learn from the past Jade S. DeKinder Jade S. DeKinder Discovering Consumer Needs n Meeting needs with new products q Focus on the consumer benefit q Learn from the past n Consumer Needs and Consumer Wants Jade S. DeKinder Jade S. DeKinder Discovering Consumer Needs n Meeting needs with new products q Focus on the consumer benefit q Learn from the past n Consumer Needs and Consumer Wants n What a Market Is Jade S. DeKinder Jade S. DeKinder What a market is n Market: people with both the desire and the ability to buy a specific product n Target market: one or more specific groups of potential customers toward which an organization directs its marketing program Jade S. DeKinder Jade S. DeKinder Marketing Mix n P roduct q A good, service, or idea to satisfy the consumers needs...
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Lecture 2 Ch1 and Ch2_BB - Click to edit Master subtitle...

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