kotler12e_im_01_pog - Consider the production concept,...

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Professors on the Go! Chapter 1 Marketing: Managing Profitable Customer Relationships 1. Key Concepts Needs, wants, and demands Market offerings Customer value and satisfaction Identify three promotions (direct mail, print ads, TV ads, etc.). Is the promotion appealing to a customer need, want, or demand? Specify that need, want, or demand. Many people have purchased books through Amazon.com. Certainly, the book is an important part of the purchase. Describe the complete marketing offer of Amazon.com. What services, information, or experience is included? When companies have close competitors, they try to choose value propositions that will differentiate them from others in the market. Choose three fast-food restaurants and describe their value propositions. Are they strongly differentiating themselves? 2. Key Concepts Choosing a value proposition Marketing management orientations Which of the five marketing management concepts best describes Build-A- Bear Workshop?
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Unformatted text preview: Consider the production concept, product concept, selling concept, marketing concept, and societal marketing concept. Provide one example of a company in operation today that exhibits each of these concepts. 3. Key Concepts Relating to customers Relating to partners Creating customer loyalty and retention How many companies or brands do you feel you have a relationship with? Describe them. Think of a company or brand that you buy from over and over. What might your customer lifetime value be, assuming they continue to delight you? From your own observations, do you think that more companies today are incorporating principles of ethics and social responsibility into their business strategies? Provide evidence for your response. Consider the customer relationship groups in Figure 1.5. Place yourself in each classification by drawing on your own relationships with different companies. 1 Professors on the Go! 1...
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kotler12e_im_01_pog - Consider the production concept,...

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