MKTG 1310 Chapter Notes - Chapter 1-10: Strategic Alliance, Diminishing Returns, Fixed Cost
18 Apr 2018
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Document Summary
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 stakeholders. Exchange: people give up something to receive something they would rather have. Production orientation: focuses on the internal capabilities of the firm rather than the mp needs. Sales orientation: people will buy if aggressive sales techniques are used. Marketing orientation: the social and economical justification for an orgs existence is the satisfaction of customer needs while meeting the orgs objectives; sales depend upon the customer"s decision to buy the product. The recipe for success is to constantly deliver a unique experience that your comp can"t match and that satisfies the intentions and preferences of your buyers. Ultimate goal: make profit by creating customer value, providing customer satisfaction and building long-term relationships.
