MKT 3401 Chapter : Marketing82212
Document Summary
Desire to deal with other party: exchange may not take place even if conditions are met, an agreement must be reached, marketing occurs even if exchange does not take place. Value: the relationship between benefits and the sacrifice necessary to obtain those benefits. Offer organization-wide commitment in service and after-sales support. Field of dreams aspect if we build it, they will come . Sales -> how can we sell more aggressively. Focusing on customer wants and needs to distinguish from competitors. An organization exists not only to satisfy customer wants but also to preserve or enhance individuals and society. Tools to achieve: coordinated use of all marketing activities. Strategic planning the managerial process of creating and maintaining a fit between the organization"s objectives and resources and the evolving market opportunities. The goal of strategic planning is long-tern profitability and growth. Planning the process of anticipating future events and determining strategies to achieve organizational objectives in the future.
