FUNDAMENTALS OF MARKETING Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and keep and grow current customers by delivering satisfaction. Marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Needs States of felt deprivation. Wants The form human needs take as they are shaped by culture
Words: 987 - Pages: 4
org/ijms International Journal of Marketing Studies Vol. 2, No. 2; November 2010 Impact of Service Orientation on Frontline Employee Service Performance and Consumer Response Rong-Da Liang Department of Marketing and Logistics Management, National Penghu University No.300, Liuhe Rd., Magong City, Penghu County 88046, Taiwan, R.O.C Tel: 886-6-926-4115 Ext: 5522 E-mail: rdliang@npu.edu.tw Hsing-Chau Tseng Graduate School of Business and Operations Management, Chang Jung Christian University
Words: 2363 - Pages: 10
Unit 1 Assignment Gerald Klein Kaplan University Marketing shows consumers the value of a company, product, or service. A company may show customers what the company is doing for the community; or how a product or service benefits the customer. Their different philosophes companies use to develop a marketing strategy. The company may focus on its own needs or on the consumers needs. The Geoffry B. Small Company uses one marketing philosophy on a global scale to let consumers know about their
Words: 508 - Pages: 3
Concept and Process of Marketing A combination of behavioral and management sciences with intuition, creativity, inspiration and innovation as its key components is called marketing. It involves methodical and logical methods for creating innovative products. Marketing is a science which calls for ability to recognize unexplored segments. It involves great amount of precision and transparency for implementation of ideas. Elements of the Marketing Process The main aim of any marketing strategy is to achieve
Words: 895 - Pages: 4
International marketing - is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable. - marketing involves the firm in making one or more marketing mix decisions across national boundaries. At
Words: 2006 - Pages: 9
"The marketing function is responsible for communicating the organization’s products and services to its markets in order to generate customer requests for service. For example, market research, marketing activities, etc... Fast food chain as a marketing function it depends on invention promotional materials and advertises on TV". (Nigel, et al., 2013: 6-7). The Marketing Department plays a necessary role in promoting the business and mission of an organization. It serves as the face of your company
Words: 983 - Pages: 4
Explain why the market oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers
Words: 716 - Pages: 3
Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing 1) The market development strategy involves seeking new customers by introducing existing products or services to a new market segment. Answer: TRUE Difficulty: Easy Chapter LO: 1 AACSB: Reflective thinking Course LO: Discuss the fundamental concepts of marketing 2) Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for
Words: 6857 - Pages: 28
Group 16 Innovation in Product Submission #2 Anant Jain B15131 Ankit Goel B15132 Anshul Jain B15134 2015 1. Introduction Innovation is refinement in a product, process, method, or a part thereof. Innovation has become a buzz-word in recent years, with increasing relevance of ‘innovation-centred business models’, and ‘innovation-led-entrepreneurism’. In fact, the success stories of Industrial America, technological Silicon Valley, American financial market, etc., are tales
Words: 6719 - Pages: 27
including reviewing lecture notes and the book. Chapter 1 Overview Marketing- is the activity, set of instructions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Exchange- people giving up something in order to receive something else they would rather have. Production Orientation- a product orientation means that management assesses its resources and asks these questions: “What can we do best
Words: 1301 - Pages: 6
