Reading Log Chapter 4

Reading Log Chapter 4 - Name Andy Kalish 4 BUS 100 Section...

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Name: Andy Kalish BUS 100, Section: 010 Date: 2-19-2008 Reading Log for Chapter: 4 The five most important points of this reading were: Marketing is much more than advertising and sales; The Marketing Process: o Understand the marketplace and customer needs and wants. o Design a customer-driven marketing strategy. o Construct a marketing program that delivers superior value. o Build profitable relationships and create customer delight. o Capture value from customers to create profits and customer quality. There are many inputs and outputs that effect marketing in most firms: o Society (alliances, other organizations, ownership, shareholders) o Environmental Forces (social, economic, technological, competitive, regulatory) o The organization (research and development, human resources, manufacturing, etc.) The role of marketing is split into 2 subgroups: Strategic marketing and Marketing management. Strategic marketing: o Marketers help orient everyone in the organization towards markets and customers.
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