1.+What+is+Marketing

1.+What+is+Marketing - A Simple Model of the Marketing...

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1/12/2012 1 A Simple Model of the Marketing Process Maslow’s Hierarchy of Needs What need(s) and want (s) does this ad does this ad attempt to address? What need(s) and want (s) does this ad does this ad attempt to address? Marketing Offers Some combination of products, services, information or experiences offered to a market to satisfy a need or offered to a market to satisfy a need or want. Needs and wants are fulfilled through a marketing offer. Expanding on “Products” SmartBike DC Program
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1/12/2012 2 Exchange Setting proper expectations is critical – perceived value drives satisfaction! If expectation is set too low … » The offering will satisfy but not attract many The offering will satisfy but not attract many customers. If expectation is set too high … » … you risk disappointing your customers. Tied to the concept of the “brand promise”. Markets What Is a Market? – The set of actual and potential and potential buyers of a product. – These people share a need or want that can be satisfied through exchange relationships. Market for Harley-Davidson Break-Out: Hershey 1. Is Hershey’s resurgence based on a want or a need? 2. Evaluate the shift in chocolate sales based on consumers’ perceived benefits and costs (exchange). 3.
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This note was uploaded on 01/18/2012 for the course JOMC 475 taught by Professor Heidihennink-kaminski during the Spring '11 term at UNC.

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1.+What+is+Marketing - A Simple Model of the Marketing...

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