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Unformatted text preview: sale service at a specific price Relationship Marketing Linking the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit Marketing Program A plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers Social Responsibility through end of chapter, pages 15-16. Societal Marketing concept The view that organizations should satisfy the needs of consumers in a way that also provides for societys wellbeing Who is the Customer? Ultimate Consumers The people who use the goods and services purchased for a household Organizational Buyers Manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use of for resale Utility The benefits or customer value received by users of the product...
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This note was uploaded on 10/19/2011 for the course MARKETING 291 taught by Professor Hoffer during the Fall '11 term at Miami University.
- Fall '11