MGT111-ch13 - Chapter 13 Overview Building Customer...

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Chapter 13 Overview Building Customer Relationships Know what is meant by “market” and the differences between a consumer market and b2b market. Market: a group with an identified need (desire, requirement etc). This can be individual consumers or a business. Consumer Market: Purchases often driven by combination of reason and emotion. (advertising and sales promos are used heavily in the B2C market) B2B Market: Purchases are characterized by more rational decision-marking. Business customers not swayed by advertising and sales promotion. Seller relies on trained sales reps. Understand the basic goal of marketing: finding a need and filling it. Describe the evolution of the marketing concept from the product focus to customer focus. Mass Production: created need to advertise and sell products. (Supply began to outstrip demand). Production Era: Demand exceeded supply; could sell whatever was produced. “Make it and they will buy it”
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This note was uploaded on 05/17/2011 for the course BUS 111 taught by Professor Schlommer during the Spring '11 term at Miami University.

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MGT111-ch13 - Chapter 13 Overview Building Customer...

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