Creating customer relationships and value through marketing
it is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
AMA Definition of Marketing
it is the trade of things of value between buyer and seller so that each is better off after the trade
it consists of people with both the desire and ability to buy a specific product
consists of one or more specific groups of potential customers toward which an organization directs its marketing program.
consists of the marketing manager's controllable factors - product, price, promotion, and place (the 4Ps) - that can be used to solve a marketing problem
The Marketing Mix
Are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.
is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service.
links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers
is the idea that an organization shoud 1) strive to satisfy the needs of consumers 2) while also trying to achieve the organization's goals.
An organization that has a ______focuses its efforts on 1) continuously collecting information about customers' needs, 2) sharing this information across departments, and 3) using it to create customer value.
is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being.
Societal Marketing Concept
they are the people who use the goods and services purchased for a household.
Are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale.
Is the benefits or customer value received by users of the product