Ch.1 the art and science of satisfying customer

Ch.1 the art and science of satisfying customer - 1 CHAPTER...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter Objectives Marketing: The Art and Science of Satisfying Customers CHAPTER 1 1 2 3 4 5 6 7 8 9 Define marketing, explain how it creates utility, and describe its role in the marketplace. Contrast marketing activities during the four eras in the history of marketing. Explain the importance of avoiding marketing myopia. Describe the characteristics of not-for- profit marketing. Identify and briefly explain each of the three types of nontraditional marketing. Outline the importance of creativity, critical thinking, and the technology revolution in marketing. Explain the shift from transaction-based marketing to relationship marketing. Identify the universal functions of marketing. Demonstrate the relationship between ethical business practices, social responsibility, and marketplace success.
Background image of page 1

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

View Full DocumentRight Arrow Icon
CHAPTER 1 WHAT IS MARKETING? • Production and marketing together create utility. Utility The want-satisfying power of a good or service.
Background image of page 2
CHAPTER 1 A DEFINITION OF MARKETING Marketing Companywide consumer orientation with the objective of achieving long-run success. • Analyzing customer needs. • Obtaining the information necessary for design and production that match buyer expectations. • Satisfying customer preferences. • Creating and maintaining relationships with customers and suppliers.
Background image of page 3

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

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 13

Ch.1 the art and science of satisfying customer - 1 CHAPTER...

This preview shows document pages 1 - 4. Sign up to view the full document.

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