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session 1 - developing countries or old times. It is also...

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Marketing is about identifying and meeting human and social needs. One of the shortest good definition of marketing is “meeting needs profitably”… 13
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Companies have moved from a supply chain: M R C to a demand chain: C R M . In the supply chain, manufacture sell products to Retailer, retailer sell them to costumers. In a demand chain, consumers tell retailers what they want to buy, and then retailers tell manufacturer what to produce. This shift happened because costumers have more and more options and gain more and more power. There are three different internal orientations The first one is production concept There are three different internal orientations. The first one is production concept. It is the oldest concept. It focus on production process. They assume that costumers prefer products that are widely available and inexpensive. Companies are trying to increase the production efficiency. This orientation makes sense in
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Unformatted text preview: developing countries or old times. It is also used when a company wants to expand its market. The second concept is product concept. Under this orientation, companies focus on making superior products and improving them over time The assume that consumers will favor products that offer the most over time. The assume that consumers will favor products that offer the most quality, performance and innovative features. The third concept is selling concept assume that consumers, if left alone, will ordinarily by enough products. So companies should undertake an aggressive selling and promotion effort. 14 15 16 17 Offering can be anything, like goods, services, event, experiences, persons, places, and properties, information, ideas and so on Value is the difference between the benefits costumer get from offering and the cost of getting those benefits. 18 19 20 21 22 23 24 25 26 27 28...
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session 1 - developing countries or old times. It is also...

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