AGEC331_1.20.09 - AGEC331 1.20.09 Marketing Marketing big...

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AGEC331 1.20.09 Marketing Marketing – big picture, including all customers, long term Looks are customers in groups or segments Marketing decisions are made in every area that touches the customer Determines the segments of customers who respond similarly to offers Defines which customer segments will be targeted Responds to the company environment Sales – individual activity, one on one, short term Looks at customers one by one Working Definition: Anticipate needs and wants to manage the process of satisfying customers profitably Targeting Does not mean that the general market is not important To be most effective, programs and products must be taken directly to those for whom they are targeted Marketing Mix Customer Product Price Place Promotion People In response to a company’s external environment
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Marketing
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