ch11PPP - Chapter 11 CustomerDriven Marketing Learning...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Customer-Driven Marketing Chapter 11
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Summarize the ways in which marketing  creates utility. Discuss the marketing concept. Describe not-for-profit marketing, and  identify the five major categories of  nontraditional marketing. Outline the basic steps in developing a  marketing strategy. 1 Learning Objectives Describe the marketing research  function.  Identify and explain the methods  available for segmenting consumer  and business markets. Outline the determinants  of consumer behavior. Discuss the benefits and  tools for relationship  marketing. 2 3 4 5 6 7 8
Background image of page 2
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. Marketing begins with discovering unmet customer needs and  continues with researching the potential market; producing a good  or service capable of satisfying the targeted customers; and  promoting, pricing, and distributing that good or service. Throughout the entire marketing process, a successful organization  focuses on building customer relationships. The best marketers not only give consumers what they want but  even anticipate consumers’ needs before those needs surface. Exchange process - activity in which two or more parties  give something of value to each other to satisfy  perceived needs . What Is Marketing?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Utility : power of a good or service to satisfy a  want or need Create time utility by making a good or service  available when customers want to purchase it. Create place utility by making a product  available in a location convenient for customers. Create ownership utility through an orderly  transfer of goods and services from the seller to  the buyer. How Marketing Creates Utility
Background image of page 4
Evolution of the Marketing Concept
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing concept - company-wide  consumer orientation to promote long-run  success. Firm starts with analysis of 
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 24

ch11PPP - Chapter 11 CustomerDriven Marketing Learning...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online