MKT 100 Chapter Notes -Trade Association, Microelectronics, Marketing Strategy

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Nukhet Taylor

Document Summary

Providing value to customers is the primary purpose of marketing in general. Everything a customer gets for what they give up. Always considered from the customer perspective (ie. in the eyes of the customer; perception developed by customers from the marketing efforts of the brand or company) If the customer perceives that they received more from the brand/company in exchange for what they gave up to the brand/company, they perceive to have received value in that exchange. If they feel that they gave up more in exchange for what they received, they do not perceive value in that exchange. Formed by customers based on the expectations that are built up or developed by the brand/company (brand positioning) Once they purchase the product or service, they assess whether the product or service met the expectation developed by the bran through their positioning and their experience with the product or service.