1 Creating Customer Relationships And Value Through Marketing Chapter 1 Marketing: The Core Kerin, Hartley and Rudelius 2nd Edition y Define marketing and identify the requirements for marketing to occur. y Explain how marketing discovers and satisfies consumer needs. y Distinguish between marketing mix elements and environmental forces. y Explain how organizations build strong relationships and customer value through marketing. y Describe how today’s customer era differs from prior eras oriented to production and selling. Chapter Objectives Are You Really a Marketing Expert? 1. True or false. You can now buy a robotic floor washer that scrubs your hard-surface floor better than you can mop it – even when you are not there. 3. True or false. The 60-year lifetime value of a loyal Kleenex customer is $994. 2. Eating, talking on a cell phone, changing a CD, and other distracted driving behaviors account for what percentage of auto accidents according to the National Highway Safety Administration? 4. To be socially responsible, 3M puts what recycled material into its very successful ScotchBrite® Never Rust TM Soap Pads? (a) aluminum cans, (b) steel-belted tires, (c) plastic bottles, (d) computer screens. Are You Really a Marketing Expert? • All consumers engage in marketing activities every day. • Most consumer activities are as a buyer. • Sometimes consumers are also sellers (e.g. eBay auctions) What is Marketing? 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.
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- Spring '14
- Marketing, Environmental Forces, marketing expert