Intro Mktg - 01 - Marketing Intro - ch 1

Intro Mktg - 01 - Marketing Intro - ch 1 - MKTG 2270...

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1 MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIP 1 C HAPTER MKTG 2270 January 10, 2008
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2 Marketing is an organizational function and a 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. ~ American Marketing Association Marketing is about managing profitable customer relationships - Attracting new customers - Retaining and growing current customers W HAT IS M ARKETING ?
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3 1. Understanding the marketplace and consumer needs 2. Designing a customer-driven marketing strategy 3. Constructing a marketing program that delivers superior value 4. Building profitable relationships 5. Capturing value from customers The Marketing Process
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4 1. Understanding the marketplace and consumer needs Needs , Wants , Demand Marketing offer : Anything (tangible or intangible) that can satisfy someone’s need or want Customer value : Difference between total benefits and
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This note was uploaded on 10/19/2011 for the course MARKETING 2270 taught by Professor Kim during the Spring '11 term at Dalhousie.

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Intro Mktg - 01 - Marketing Intro - ch 1 - MKTG 2270...

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