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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