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Unformatted text preview: Chapter 1 • Marketing: Create value and build strong customer relationships • Core marketplace concepts: needs, wants, demands, marketing offers, value and satisfaction, exchange and relationships, and markets. • Customer Relationship Management (CRM) aim is to produce high customer equity; key is creation of value and satisfaction • Partner Relationship Management is also important Chapter 2 • Strategic Planning steps: defining mission, setting objectives and goals, designing business portfolio, and developing functional plans. • Business Portfolio: collection of businesses and products (does not consider future SBUs) • Market Expansion Grid suggests growth paths: market penetration, market development, product development, and diversification. • Marketing Mix: product, price, place, and promotion decisions • Marketing management: marketing analysis, planning, implementation, and control • Organization of marketing departments: functional marketing organization, geographic organization, product management organization, or market management organization....
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This note was uploaded on 04/09/2008 for the course COMM 180 taught by Professor Achinson during the Fall '05 term at UVA.
- Fall '05