소개글
[마케팅 입문] Chapter1 마케팅-고객가치의 창출과 획득(영문)에 대한 자료입니다.
목차
1.Define marketing and outline the steps in the marketing process
2.Understanding the Marketplace and Customer Needs
3.Designing a Customer-Driven Marketing Strategy
4.Preparing an Integrated Marketing Plan and Program
5.Building Customer Relationships
6.Capturing Value from Customers
7.The Changing Marketing Landscape
본문내용
Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs
Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests
Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers