INTG 202 Lecture 4: INTG202 Marketing and STP Lecture Notes

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Intg202 marketing and stp lecture notes (cid:862)the (cid:271)usi(cid:374)ess e(cid:374)te(cid:396)p(cid:396)ise has t(cid:449)o, a(cid:374)d o(cid:374)ly t(cid:449)o, (cid:271)asi(cid:272) fu(cid:374)(cid:272)tio(cid:374)s: (cid:373)a(cid:396)keti(cid:374)g a(cid:374)d i(cid:374)(cid:374)o(cid:448)atio(cid:374). Ma(cid:396)keti(cid:374)g a(cid:374)d i(cid:374)(cid:374)o(cid:448)atio(cid:374) p(cid:396)odu(cid:272)e (cid:396)esults, all the (cid:396)est a(cid:396)e (cid:272)osts(cid:863) peter drucker. Customers are at the centre, surrounding that is the following process: Identify customers: deliver value, create superior value. Apple vs. microoft: apple has a consistent rand that consumers like, changing innovation but still consistent, brand image, user friendly. Customer centricity is about fulfilling the need, not about the actual product itself. Marketing: 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. Ultimate goal of marketing: facilitate value exchange through superior customer experience. Evolution towards customer centricity: selling vs. marketing orientation. Selling: production: affordability and availability, selling: promotion and hard selling. Marketing: customer centric: long term value to both customer and company through superior customer experiences.

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