Chapter 11: Communicating (Promotion)
Building good customer relationships calls for more than just developing a good product (product),
pricing it attractively (price), and making it available to customers (place). Companies must also
Chapter 10: Pricing
What Is a Price?
Price is the amount of money charged for a product or service.
It is the sum of all the values that consumers give up in order to gain the benefits of having
or using a product or service.
Price is the only element
Chapter 8: Products, Services, and Brands: Building Customer Value
What Is a Product?
Product is anything that can be offered in a market for attention, acquisition, use,
or consumption that might satisfy a need or want.
Products include physical object
Chapter 9: New-Product Development
and Product Life-Cycle Strategies
Firm can obtain new products in two ways.
One is through acquisition by buying a whole company, a patent, or a license to produce
someone elses product
Chapter 14: Managing Marketing
Supply Chains and the Value Delivery
Producing a product or service and making it available to buyers requires building relationships not just
with customers, but also with key suppliers and reseller
Chapter 3: Analyzing the Marketing Environment
*Marketing Environment: The actors and forces outside the marketing department that affect
marketing managements ability to build and maintain successful relationships with target
- Marketers must
Chapter 7: Customer-Driven Marketing Strategy: Segmentation, Targeting & Positioning
A company must identify driven marketing strategies that build the right relationships
with the right customer-driven marketing strategies that build the (right) relation
Chapter 4: Marketing Research
Marketing Information and Customer Insights
To create value for customers and build relationships with them; marketing must gain deep
insights into what customers need and want. Companies use customer insights to develop
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer
Companywide Strategic Planning: Defining Marketings Role
Strategic Planning: The process of developing and maintaining a strategic fit between the
organizations goals a
Chapter 1: Creating and Capturing Customer Value
Marketing: Process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return.
The twofold goal or marketing is to attract new
Chapter 5: Consumer Behavior
*Consumer Behavior: The buying behavior of final consumers, individuals, and households that
buy goods and services for personal consumption.
*Consumer Market: All the individuals and households that buy goods and services for