33:630:301 Lecture Notes - Lecture 4: Swot Analysis, Single-Photon Emission Computed Tomography, Customer Retention
1 Feb 2017
School
Department
Course
Professor
Document Summary
Chapter 1 - define marketing and marketing processes. Started faculty full time 2 years ago. Clik, iab, hospital for special surgery, poppetyson, accelerated care project, virgin mobile. Marketing process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Understand the marketplace & customer needs and wants. Needs shaped by culture and individual personality. Marketing myopia focus on (cid:272)o(cid:373)pa(cid:374)y"s needs instead of (cid:272)usto(cid:373)ers" needs and wants. Customer satisfaction how well a market offering meets or surpasses customer expectations. Satisfied customers buy again and spread the word. Dissatisfied customers switch to competitors and criticize the product to others. Exchange is the act of obtaining a desied object from someone by offering something in return. Marketing consists of creating, maintaining, and growing desirable exchange relationships with target audience. A market is the set of actual and potential buyers of a product or service.
