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Transcript
MARKETING GOLDEN Chapter #1 MARKETING GOLDEN Chapter #1 MARKETING GOLDEN Chapter #1 MARKETING ►The process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. MARKETING GOLDEN Chapter #1 MS = TM + MM Marketing Strategy MARKETING GOLDEN Chapter #1 TARGET MARKET A specific group of customers on whom an organization focuses its marketing efforts MARKETING GOLDEN Chapter #1 MARKETING GOLDEN Chapter #1 MARKETING MIX- The 4 P’s! Product: Good, service, or idea. Place/Distribution: Products must be available at the right time, in the right quantities, and in convenient locations. Promotion: Communication- inform and persuade individuals about an organization and its products. Price: Establish pricing objectives, policies, and prices. MARKETING GOLDEN Chapter #1 THE MARKETING CONCEPT • • • • A philosophy or a way to conduct business Satisfy customer needs Affects all aspects of an organization Allows organization to achieve its own goals • Marketing Orientation MARKETING GOLDEN Chapter #1 RELATIONSHIP MARKETING • Establishing long-term, mutually satisfying buyer-seller relationships MARKETING GOLDEN Chapter #1 VALUE-DRIVEN MARKETING • Value: Customers subjective assessment of benefits relative to costs in determining the worth of a product • Value = Customer Benefits – Customer Costs MARKETING GOLDEN Chapter #1
