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18 - need and the fulfillment of that need by the product...

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Chapter 12 What is marketing? Marketing - set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders o Best marketers create a link in consumers’ minds between the new
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Unformatted text preview: need and the fulfillment of that need by the product. • Exchange Process How Marketing Creates Utility • Utility- want-satisfying power of a good or service o Create time utility o Create place utility o Create ownership utility...
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