MGCR 352 Final: Chapter 1 Review
8 Jan 2019
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Document Summary
Chapter i- marketing: customer value, satisfaction, relationships, and. 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. 2 or more parties (individuals or organizations) with unsatisfied needs or wants. Desire and ability on their part to be satisfied. A way for the parties to communicate. Internal and external factors that influence marketing activities. Consumer wants needs shaped by culture, knowledge, and personality. Production era : a good product will sell itself. Sales era : production greater than demand salespeople to find buyers. Market orientation era: create customer value, satisfaction, and develop long-term. Customer experience management era: managing customers" interaction at all. Social media marketing era: use of consumer-generated online marketing efforts levels and touchpoints relationships and online tools and platform to promote brands and organizations. Market orientation: offer products that have what customers want.
