BU352 Chapter Notes - Chapter 1: Sales Promotion, Pro Forma, Customer Relationship Management
Document Summary
Marketing a set of business practices designed to plan for and present an organization"s products or services in ways that build effective customer relationships. Marketing plan a written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives, and strategy specified in terms of the four. Ps, action programs, and projected or pro forma income statements. Need a person feeling physiologically deprived of basic necessities, such as food, clothing, shelter and safety. Want the particular way in which a person chooses to satisfy a need, which is shaped by a person"s knowledge, culture, and personality. Target market the customer segment or group to whom the firm is interested in selling its products and services; potential customers who have both an interest in the product or service and an ability to buy. The controllable set of activities that a firm uses to respond to the wants of its target markets.
