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CB12e Basic PPT Ch12

CB12e Basic PPT Ch12

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Published by tqt10

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Published by: tqt10 on Jan 13, 2009
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06/20/2009

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Chapter 12
Customer-Driven Marketing
Learning Goals
Summarize the ways in whichmarketing creates utility.Explain the marketing concept andrelate how customer satisfactioncontributes added value.Describe not-for-profit marketing,and identify the five major categories of nontraditionalmarketing.Outline the basic steps indeveloping a marketing strategy.Describe the marketing researchfunction.Identify and explain the methodsavailable for segmentingconsumer and business markets.Outline the determinantsof consumer behavior.Discuss the benefits andtools for relationshipmarketing.
12345678
 
 
WHAT IS MARKETING? 
Marketing
 
Organizational function and set of processesfor creating, communicating, and delivering value tocustomers and for man- aging customer relationshipsin ways that benefit the organization and itsstakeholders.
Exchange process
 
Activity in which two or more partiesgive something of value to each other to satisfyperceived needs.
How Marketing Creates Utility 
Utility
 
Want-satisfying power of a good or service.
Time utility
Making a good or service available when
 
 
EVOLUTION OF THE MARKETING CONCEPT 

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