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23download_doc.php - • The Marketing Process(see text...

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M370 Session 1 I-Core Marketing in Our World A General Marketing Model Marketing – it’s more than you realize! Marketing drives key financial outcomes Course Issues Text Oncourse Readings Class materials “Clickers” What is Marketing Text What is Marketing On-Course What is Marketing Clickers Used to facilitate your involvement Bring them everyday We will test them next week as they have not installed the RFID receivers in this room yet. What is Marketing What do YOU think marketing is? ? ? ? Marketing involves all of the above but a lot more
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Unformatted text preview: • The Marketing Process (see text. Fig.1.1) • A simple model of the marketing process: – Understand the marketplace and customer needs and wants. – Design a customer-driven marketing strategy. – Construct a marketing program that delivers superior value. – Build profitable relationships and create customer delight. – Capture value from customers to create profits and customer quality leading to firm success • Customer Relationship Groups READ The Mismanagement of Customer Loyalty...
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