[MARK301] - Final Exam Guide - Everything you need to know! (92 pages long)

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Document Summary

American marketing association: the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Building long-term relationships with customers by delivering continued customer satisfaction. Corporate social responsibility - companies are expected to give something back to society. Social networks - companies are spending more advertising dollars here. Managing pro table customer relationships; using the 4 p"s to satisfy consumers as well as our own needs. The process of creating value for customers and building strong relationships to capture value from customers in return. Relationship building & brand equity (old) telling & selling vs. (new) satisfying customer needs. Goals: attract new customers by promising and delivering superior value, keep and grow current customer base by delivering continued customer satisfaction, today there is a focus on building long-term relations with customers. Needs occur when one is deprived of basic necessities.

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