MKTG 301 Chapter Notes - Chapter 1: Procter & Gamble, Marketing Mix, Starbucks
Document Summary
Successful companies have one thing in common: o. Strongly customer focused and heavily committed to marketing. Customer relationships and value are especially important today. The marketing process (purple-create value; blue- capture value) o o o o o. Construct an integrated marketing program that delivers superior value. Engage customers, build profitable relationships, and create customer delight. Capture value from customers to create profits and customer equity. Five core customer and marketplace concepts: o o o o o. Needs, wants, and demands o o o o. Wants - the form human needs take as they are shaped by culture and individual personality. Demands - human wants that are backed by buying powers. People demand goods and services with benefits that add up to the most value and satisfaction. Ex: target ceo, brian cornell, makes regular unannounced visits to. Target stores to get genuine feedback on the good, the bad, and the ugly ugly. Market offerings (products, services, and experiences) o o.
