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MAR1LK001-3
25.8.2010
Anna Hankimaa
5/24/2017
Markkinointi
• ”Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering and
exchanging offerings that value for customers, clients,
partners and society at large.” (American Marketing
Association AMA)
• ”Marketing is the process by which companies create
value for customers and build strong customer
realtionships in order to capture value from customers
in return.” Kotler-Armstrong
5/24/2017
Markkinoinnin prosessi
Create value for customers and build customer relationships
Ymmärrä
markkinoita ja
asiakkaita
Lähde: Kotler-Amstrong
5/24/2017
Suunnittele
asiakaslähtöinen
markkinointistrategia
Rakenna
integroitu
markkinointiohjelma, joka
tuottaa
asiakkaalle
arvoa
Capture value from
customers in return
Rakenna
kannattavia
asiakassuhteita
ja luo asiakastyytyväisyyttä
Asiakkaat
tuovat arvoa
yritykselle:
kannattavuus
Markkinoinnin kilpailukeinot
• Marketing Mix
• 4 P’s
1.
2.
3.
4.
5/24/2017
PROMOTION
PRICE
PLACE
PROMOTION
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