TR Chapter 01 - Chapter 1 Marketing: Creating Satisfaction...

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 1 Chapter 1 Marketing: Marketing: Creating Satisfaction Creating Satisfaction through Customer through Customer Relationships Relationships
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Explain how marketing creates utility through the exchange process. 2. Contrast marketing activities during the four eras in the history of marketing. 3. Explain the importance of avoiding marketing myopia. 4. Describe the characteristics of not-for-profit marketing. 5. Describe the five types of nontraditional marketing. 6. Outline the changes in the marketing environment due to technology. 7. Explain the shift from transaction-based marketing to relationship marketing. 8. Identify the universal functions of marketing. 9. Demonstrate the relationship between ethical business practices and marketplace success.
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited What is Marketing What is Marketing Marketing creates utility through the exchange process Utility : Want-satisfying power of a good or service Form utility Time utility Place utility Ownership utility
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited How to Create Customers How to Create Customers Identifying customer needs Designing goods and services that meet those needs Communicating information about those goods and services to prospective buyers Making the goods or services available at times and places that meet customers’ needs Pricing goods and services to reflect costs, competition, and customers’ ability to buy Providing for the necessary service and follow-up to ensure customer satisfaction after the purchase
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited A Definition of Marketing A Definition of Marketing Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited
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This note was uploaded on 02/06/2011 for the course ADMS 2200 taught by Professor Lao during the Spring '10 term at York University.

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TR Chapter 01 - Chapter 1 Marketing: Creating Satisfaction...

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