Resumen
Summary (Chpt.1) Creating Customer Value and Engagement
- Grado
- Institución
- Book
(Chpt.1) Creating Customer Value and Engagement Introduction to Principles of Marketing
[Mostrar más]Vista previa 1 fuera de 2 páginas
Vista previa 1 fuera de 2 páginas
Añadir al carrito
Añadir al carrito
Libro relacionado
Título del libro:
Autor(es):
- Edición:
- ISBN:
- Edición:
Más resúmenes para
-
Marketing summary Principles of Marketing 18th edition
-
Marketing Management summary of the entire course
-
Summary: Principles of Marketing 18e Global Edition - Marketing (MAN-BCU2008)
Vendedor
Seguir
ProfBurgerQueen
Vista previa del contenido
Principles of Marketing by ProfessorBurgerQueenCreating Customer Value and Engagement
- Marketing is a process by which companies create value for consumers and build
strong customer relationships, in order to capture value for customers in return
- Needs are states of felt deprivation
- Wants are human needs in a form shaped by culture and individual personality
- Demands are human wants that are backed by buying power
- Market offerings are the products, services, or experiences offered to customers in a
market to meet their needs
- Marketing myopia is a short-sighted and inward approach to marketing that focuses
on the needs of the business rather than those of the customer
- Marketing actions attempt to create, maintain, and grow desirable exchange
relationships
- A market describes actual and potential buyers
- Your company, and its competitors, research the market and interact with consumers
to understand their needs
- They then create and exchange market offerings, messages, and other marketing
content with consumers; either directly, or through intermediaries
- Marketing management refers to the strategies, tools, and methods of analysis used
in promoting a business
- “What customers will we serve?” (target market)
- “How best can we serve them?” (value proposition)
- A brand’s value proposition is the set of benefits or value it promises to deliver to
customers to satisfy their needs
Marketing Strategies
- The selling concept aims to sell what the company makes, rather than making what
the customer wants
- Profits are derived through sales volume
- The marketing concept focuses on satisfying customer needs through means of
integrated marketing
- Profits are derived through customer satisfaction
- The societal marketing concept considers consumer wants, the company’s
requirement, consumer’s long-term interests, and society’s long-run interests
Los beneficios de comprar resúmenes en Stuvia estan en línea:
Garantiza la calidad de los comentarios
Compradores de Stuvia evaluaron más de 700.000 resúmenes. Así estas seguro que compras los mejores documentos!
Compra fácil y rápido
Puedes pagar rápidamente y en una vez con iDeal, tarjeta de crédito o con tu crédito de Stuvia. Sin tener que hacerte miembro.
Enfócate en lo más importante
Tus compañeros escriben los resúmenes. Por eso tienes la seguridad que tienes un resumen actual y confiable. Así llegas a la conclusión rapidamente!
Preguntas frecuentes
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
100% de satisfacción garantizada: ¿Cómo funciona?
Nuestra garantía de satisfacción le asegura que siempre encontrará un documento de estudio a tu medida. Tu rellenas un formulario y nuestro equipo de atención al cliente se encarga del resto.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for 3,26 €. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
45,681 summaries were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now