the process by which companies create value for customers and build strong
relationships in order to capture value from customers in return
the set of benefits
Exam 2 Review
Marketing to everyone
Splitting the market into segments based on culture, life-stage, social class
Differentiate the market offering to create superior customer offering
Exam review: Pricing and Distribution
How is price determined? What factors?
How does value relate to price?
Please know definitions, be able to answer scenarios, and know requirements for making each strategy
Tom Richie 1
BUS622 Leadership in Organizations
Listening to Out-Group Members
Out of group members exist everywhere people get together to reach goals, complete
assignments, or to solve problems. The out-group is individuals who do not identify with the