[MKT 300] - Final Exam Guide - Comprehensive Notes fot the exam (43 pages long!)
Document Summary
Involves a philosophy, attitude, perspective: everything needs to focus on customer satisfaction, anything that eventually results in customer satisfaction, a function and set of processes improved processes and providing customers with value. Must be able to: define business goals, assess situations, budget, knowledge of marketing, formulating product-market strategies. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchangining offerings that have value for. Customers, clients, partners and society at large: focus on delivering value and benefits, strategies to satisfy customers and other stakeholders. *80% of business comes from 20% of customers we want to know who they are and what they are buying what makes them loyal: **facilitates exchange. Exchange occurs when people give up something in order to receive something they would rather have. We want them to exchange time and information through feedback so we can improve and drive monetary exchanges.
