COMM 223 Study Guide - Midterm Guide: Customer Relationship Management, Strategic Business Unit, Customer Satisfaction
30 Mar 2016
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Chapter 1: markeing: creaing and capturing customer value. Markeing is a process by which companies create value for customers and build strong customer relaionships to capture value from customers in return. Wants : the form human needs take as shaped by culture and individual personality. Demands : wants that are backed by buying power: market oferings (products and services, markets. Target markeing refers to which segments to go ater. aim is not to destroy demand but to reduce or shit it. The value proposiion is the set of beneits or values a company promises to deliver to customers to saisfy their needs. Producion concept is the idea that consumers will favour products that are available or highly afordable. Product concept is the idea that consumers will favour products that ofer the most quality, performance, and features > coninuous product improvements.
