TAILIEUCHUNG - Lecture Business: A changing world (4/e): Chapter 12 - O.C. Ferrell, Geoffrey Hirt

Chapter 12: Customer-driven marketing. This chapter include objectives: Define marketing and describe the exchange process; specify the functions of marketing; explain the marketing concept and its implications for developing marketing strategies; examine the development of a marketing strategy, including market segmentation and marketing mix;. | Chapter Twelve Customer-Driven Marketing The nature of marketing is to create value by allowing people and organizations to obtain what they need and want. Marketing is an Exchange Relationship Exchange: The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas). The Exchange Process: Giving Up One Thing in Return for Another Something of Value (money, credit, labor, goods) Something of Value (goods, services, ideas) Seller Buyer Marketing Creates Utility Utility: A product’s ability to satisfy human needs and wants. Place Utility Time Utility Ownership Utility Form Utility Functions of Marketing Buying Selling Transporting Storing Grading Financing Marketing Research Risk Taking The Marketing Concept The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit). FAST FACT: Trying to determine a customer’s true needs is difficult because no

• Quản trị kinh doanh
• Changing world
• Organizing business
• Operations management
• Economic systems
• Customer driven marketing
• Marketing Strategy
• Systems Analysis
• Design in a Changing World
• Information systems
• Systems development
• Systems design
• Types of information systems
• lasting happiness
• How to be Happy
• Changing the World
• happier life
• art of living
• a good life
• philosophy of life
• the art of making people
• Systems development life cycle
• Traditional approach
• Object oriented approach
• Project management
• Management skills
• Information system projects
• Project planning of SDLC
• Analysis phase of SDLC
• Investigating system requirements
• System requirements
• Logical mode
• Modeling systems requirements
• Information system models
• System requirements
• Requirements model
• Object Oriented Views
• IE approaches
• Evaluating alternatives
• Prioritize systems requirements
• Genaral alternatives
• Review recommendation
• Moving to design
• Analysis objectives
• design Objectives
• The traditional approach to design
• Structured model
• Model development process
• Structured design models
• Designing databases
• OO data models
• Database management system
• Relational databases
• Designing the user interface
• System interfaces
• OO approach
• User interfaces
• Program development
• Framework development
• Source Code Control
• Software testing
• Nature of business
• Study business
• Business ethics
• Social responsibility
• International business
• Comparative advantage
• Managing information technology
• Management information systems
• The articles of incorporation
• Options for organizing business
• Small business
• Small business ownership
• Organizational objectives
• The nature of management
• Functional departmentalization
• Formal communication
• Transformation process
• Motivating the workforce
• Motivation process
• Managing human resources
• Job analysis