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chapter one (the marketing process (1-understand the marketplace and…
chapter one
the marketing process
construct an integrated marketing program that deliver superior values
building profitable relationship and create customer delight
design a customer driven marking strategy
1 selecting customers to serve
2.choosing a value proposition
3 marketing management orientations
the product concep
product concept
selling concep
marketing concept
social marketing concept
capture value from customers to create profits and customer equity
1-understand the marketplace and customer needs and want
customer needs, wants, and demands
Market offerings (product, services and experiences)
marketing myopia
customer value and satisfaction
exchange and relationship
market
marketing
case study: obsessed with creating customer value and relationships
Amazon.com
obsess by values to customers
customers experience
173 millions stores
collaborative filtering
relationship with customers
1997 vs 2015
3 different definitions