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Customer Value Expectations
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Differ greatly between situations, even when the product is the same (i.e. $1 for soda at gas station, $5 for soda at the movies). What you sacrifice to get something less benefits; changes widely based on situation, location, etc.
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Needs; Wants Demand
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Desire, willingness, and ability. ____ don’t change, but ____ do.
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Brands Marketing
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Fulfills needs through wants. A promise of several dimensions (i.e. good quality, popular); tries to move you from need to want.
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Sales Orientation Production Orientation
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Whoever makes the most wings; battle fought on who ups quotas the most. Since the assembly line increases supply, it led to aggressive selling; exists because products became commodities.
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Societal Marketing Orientation Marketing Orientation
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Differentiation; build the right product and brand it. Helps society; satisfying the need to be a good consumer, using noble causes to sell more products.
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Stars Relative Market Share
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market concentration; a signal of quality since people assume it has the market because it’s better. Best product in a
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This note was uploaded on 09/08/2011 for the course MAR 3023h taught by Professor Kim,j during the Spring '08 term at University of Central Florida.

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Exam1_FC2 - The flashcards are formatted for printing....

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