Marketing Chp1

PART 1 Defining Marketing and the Marketing function CHAPTER Marketing: Creating and Capturing 1 Customer Value PREVIEWING In this chapter, we insert you to the canonical concepts of trade. We diverge with the THE CONCEPTS question, What is market? Simply put, marketing is managing lucrative customer relationships. The aim of marketing is to create revalue for customers and to arrest value from customers in return. Next, we discuss the five go in the marketing processfrom understanding customer needs, to habit customer-driven marketing strategies and programs, to building customer relationships and capturing value for the firm. Finally, we discuss the study trends and forces affecting marketing in this age of customer relationships. ground these basic concepts and forming your own ideas astir(predicate) what they really mean to you allow give you a solid foundation for all that follows. lets start with a good story about marketing in action at Proc ter & Gamble, one of the military mans Brobdingnagianst and most respected marketing companies.

P&G makes and markets a whos who list of consumer mega stains, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, CoverGirl, Pantene, Scope, NyQuil, Duracell, and hundreds more. P&G began manufacturing products in Canada in 1915, and in 2007 the company was named as one of the kick the lay 100 employers in Canada. Its also the worlds largest advertiser, spending an eye-popping $8.2 billion each year on advertising worldwide, telling and selling consumer s on the benefits of using its products. s! olely look deeper and youll see that this premier marketer does far more than just tell and sell. The companys stated conclusion is to provide products that improve the lives of the worlds consumers. P&Gs products really do create value for consumers by solving their problems. In return, customers reward P&G with their stigmatise loyalty and buying dollars....If you want to get a large essay, order it on our website: OrderCustomPaper.com

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