BUS 343 Chapter Notes - Chapter 1: Green Marketing, History Of Marketing, Balanced Scorecard

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Jason Ho

Document Summary

Marketing chapter 1: create and deliver value: welcome to brand you. What is marketing: the official definition of marketing was adopted in 2007 by the american marketing. Superior customer value = offers that are perceived as being more valuable to customers than any other solutions, or even more valuable than the money in their wallet. Marketing is about creating customer value: one important part of marketing is that it is about creating value for diverse stakeholders. Any person or organization that has a stake in the outcome of an economic exchange. Example of a need: two classmates" stomachs rumble during a noon-hour class and both need food. Marketing and exchange relationships: at the heart of every marketing act, big or small, is an exchange relationship. In the long run, firms may decide to fire customers whose life-time value is negative.