Chapter 12 Customer Driven Marketing

Chapter 12 Customer Driven Marketing - Chapter 12 Customer...

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Chapter 12 Customer Driven Marketing Marketing o Set of processes for creating communicang and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. o Exchange Process - 2 or more parties give something of value to each other to satisfy perceived needs. Utility – want-satisfying power of a good or service o Time utility - making a good or service available o Place utility making a product available in a convenient place o Ownership utility making a product easy to buy from owner Marketing concept o Company-wide consumer orientation to promote long-run success Firm starts with analysis of customers needs and work backwards to offer products that fulfill them Explained by shift from sellrs’ market in which goods and services are relatively scarce to buyers. Not-For-Profit Marketing o 20 million not-for-profits exist worldwide. Boys and Girls club.
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This note was uploaded on 01/22/2012 for the course INTRO TO B 100 taught by Professor Reaves during the Fall '10 term at Rutgers.

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Chapter 12 Customer Driven Marketing - Chapter 12 Customer...

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