Notas para o endterm

Page 1

A Simple Model of the Marketing Process

Create value for customers and build customer relationships

1. Understand the marketplace and customer needs and wants

2. Design a customer-driven marketing strategy

3. Construct a marketing program that delivers superior value

4. Build profitable relationships and create customer delight

5. Capture value from customers to create profits and customer equity

Capture value from customers in return

Page 2

Products:

Anything that can be offered to a Market to Satisfy a Need or Want

People

Places

Organizations

Information

Ideas

Service: Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything

Page 3

Marketing Management Philosophies

Customer-Driven

Production Concept

Product Concept

Selling concept

Marketing concept

Societal Marketing concept