CHAPTER 1:

MARKETING: CREATING MKT420

CUSTOMER VALUE AND
ENGAGEMENT
LEARNING OBJECTIVE 1

 Define marketing and outline the steps in the

marketing process.
 What Is Marketing?

 creating value for customers

 capturing value from customers

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WHAT IS MARKETING?

Marketing is a process by which companies create value

for customers and build strong customer relationships
in order to capture value from customers in return.

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Understand the Design a Construct an Build profitable Capture value

marketplace customer integrated relationships from customers
and customer value-driven marketing and create to create profit
needs and marketing program that customer and customer
wants strategy delivers delight equity
superior value

THE MARKETING PROCESS

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