TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 1 – Kerin, Hartley, Rudelius

Chapter 1: Creating customer relationships and value through marketing. After reading this chapter you should be able to: Define marketing and identify the diverse factors that influence marketing actions, explain how marketing discovers and satisfies consumer needs, distinguish between marketing mix factors and environmental forces, explain how organizations build strong customer relationships and customer value through marketing. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Define marketing and identify the diverse factors influencing marketing actions. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO 1-3 LO 1-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-1 1- LO 1-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-4 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. 1- LAUNCHING A NEW BILLION-DOLLAR FOOD CATEGORY—IN JUST SEVEN YEARS! Developing Chobani’s Unique Greek Yogurt Reaching Customers Chobani Today Chobani, Marketing, and You 1- Marketing is NOT Easy WHAT IS MARKETING? You Are a Marketing Expert Already Involved in .

• Marketing - Bán hàng
• Creating customer relationships
• Value through marketing
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Principles of Marketing
• Lecture Principles of Marketing
• Capturing customer value
• Customer needs
• Marketing strategy
• Customer relationships
• Marketing management
• Lecture Marketing management
• Creating Long Term loyalty relationships
• Establishing value
• Measuring satisfaction
• Maximizing customer lifetime value
• Estimating lifetime value
• Public relations
• Personal selling
• Creating competitive advantage
• The global marketplace
• Online marketing
• Building direct customer relationships
• Advanced diploma in business management
• Business management
• Strategic marketing management
• Marketing function
• Strategic choice
• Marketing environment
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Four Ps of the Marketing Mix
• Strategic marketing process
• Allocating marketing resources
• Integrated marketing communications
• Strategic distribution
• Lectures Marketing management
• Developing marketing strategies and plans
• Marketing and customer value
• Corporate and division strategic planning
• Business unit strategic planning
• A marketing plan
• Strategic marketing planning
• Social responsibility
• Strategic planning
• Analyzing marketing information
• Developing competitive advantage
• Product strategy
• marketing materials
• marketing lesson
• marketing role
• Pricing policies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing effort
• Companywide strategic planning
• Planning marketing
• Marketing plans
• Developing innovative marketing plans
• Marketing information systems
• Marketing research process
• Marketing research
• Targeting marketing opportunities
• Marketing resources
• The marketing book
• Ebook The marketing book
• Postmodern marketing
• Relationship marketing
• Competitive positioning
• Market led strategic management
• The changing market environment
• Customer analysis
• Competitor analysis
• Services marketing
• Marketing matters