MKBU 3225 Study Guide - Midterm Guide: Zappos, Market Segmentation, Marketing Management
10 Oct 2018
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Document Summary
Chapter 1: marketing: creating and capturing customer value. Marketing is a process: understanding the and customer needs and wants, design a customer driven marketing strategy, construct an integrated marketing problem that delivers superior value, build profitable relationships in create customer. Results in: capture value from customers to create profits and customer equality. Marking: is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Understand the marketplace and the consumer needs plus wants. Understanding the marketplace in customer needs (emphasis placed) Form that needs take as they are shaped by culture and individual personality. Offered to a market to satisfy a need or want. Markets: are the set of actual and potential buyers. Exchange: is the act of obtaining a desired object from someone by offering something in return. Market segmentation: refers to dividng the market into sements of customers. Target marketing: refers to which segments to go after.
