It has a deep-down passion for creating customer value and relationships In return customers reward amazon with their buying dollars and loyalty.. We start with the question: What is marketing simply put marketing is managing profitable cus- tomer relationships.. Principles of Marketing Philip Kotler and Peggy Cunningham, Marketing Management: Analysis. The aim of marketing is to create value for customers in order to capture value from customers in return.. The secret to amazon’s success it’s really no secret at all Amazon is flat-out customer obsessed.. The Changing Marketing Landscape 52–57 objeCtiVe 1 Define marketing and outline the steps in the marketing process.. Visit www pearsonglobaleditions com/mymarketinglab for simulations tutorials and end-of-chapter problems.. What Is Marketing 32–34 objeCtiVe 2 explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. 30 Title: Marketing: An Introduction 12/e Server: C/M/Y/K Short / Normal DESIGN SERVICES OF S4CARlISlE Publishing Services Over 10 million students improved their results using the Pearson MyLabs.. MyMarketingLab ™ Improve Y our Grade M01_ARMS6788_12_SE_CH01 indd 30 04/04/14 2:18 PM.. Understanding the Marketplace and Customer Needs 34–36 objeCtiVe 3 identify the key elements of a customer- driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.. Designing a Customer-Driven Marketing Strategy 37–40 Preparing an Integrated Marketing Plan and Program 40–41 Previewing the Concepts this chapter introduces you to the basic concepts of marketing.. PowerPoint Presentation Author Building Customer Relationships 41–49 Capturing Value from Customers 49–52 objeCtiVe 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. Barko 160a User Manual
Understanding these basic concepts and forming your own ideas about what they really mean to you will provide a solid foundation for all that follows.. You’ll see this theme of creating customer value in order to capture value in return repeated throughout this chapter and the remainder of the text.. Finally we discuss the major trends and forces affecting marketing in this new age of digital mobile and social media.. 1 Marketing Creating and Capturing Customer Value Part 1: Defining Marketing anD the Marketing ProCess ChaPters 1–2 Part 2: Understanding the MarketPlace and cUstoMer ValUe chaPters 3–5 Part 3: designing a cUstoMer ValUe–driVen strategy and Mix chaPters 6–14 Part 4: extending Marketing chaPters 15–16 ChaPter roaD MaP objective outline objeCtiVe 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. 773a7aa168
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