13 Marketing - Marketingandthe Customeras Stakeholder...

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Marketing and the  Customer as  Stakeholder
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The Value Chain Sales Organizations Defined in terms of  products and sales: Factory Products Short-Term Profits  through Sales Volume Marketing Organizations Defined in terms of  Benefits sought by the  customer: Target Market Customer Needs Communicate both  ways Long-Term Profits  through Customer  Satisfaction The internet is the key to  this change.  Information  has shifted  power from  the seller to the buyer.
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The 4 P’s or C’s of Marketing    P roduct = C ustomer    P rice = C ost    P lace = C onvenience    P romotion = C ommunication
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Product Life Cycle (PLC) Like a living creature, marketers view products as  having a: Development stage introductory stage growth stage maturity stage decline stage Sales, profitability, competition all differ, depending  on stage of PLC. Each stage, therefore, calls for a different mix of the  4 P’s: product  design, pricing  changes, placement  assessment, and new promotion  strategies.
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Figure 14.7 Sales and Profits During the PLC Figure 14.7 Sales and Profits During the PLC
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“PRICE” IS VALUE  PERCEIVED  BY THE  CUSTOMER INFLUENCED  BY  MANUFACTURING COSTS, 
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This note was uploaded on 08/25/2011 for the course BUS 101 taught by Professor Rollins during the Spring '08 term at Miami University.

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13 Marketing - Marketingandthe Customeras Stakeholder...

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