Last Modified: 2012-03-27
Related Textbooks:Global Marketing (6th Edition)
- Helps create value
- Occurs in many settings
- Is about satisfying customer needs and wants
- It entails an exchange
- Requires product, price, place, and promotion decisions
- Can be performed by both individuals and organizations
- Goods/ Services Producers (Sellers)
- Communication/ Delivery
- Customers/ Consumers (Buyers)
- Information / Money
- Undertaking maketing research to understand what potential employees are seeking, as well as what they think about the firm.
- Developing a value proposition and an employment brand image
- Communicating that brand image to potential employees
- Manufacturers had the capacity to produce more than customers really wanted or were able to buy.
- Answer to overproduction.
- Depended on personal selling and advertising.
- Sellers market
- Suburban communities
- Buyers market
- Customers had more choices
- Production focused on what the consumer wanted and needed
- Firms discovered marketing
- Share information about customers and competitors across their organization and with other firms
- Strive to balance their customers' benefits and costs
- Concentrate on building relationships with customers
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