TAILIEUCHUNG - Lecture Marketing: The core (5/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 influencing marketing activities, explain how marketing discovers and satisfies consumer needs, distinguish between marketing mix factors and environmental forces,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing and identify the diverse factors influencing marketing activities. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO1 1- Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: 1- DISCOVERING HOW COLLEGE STUDENTS STUDY HELPS LAUNCH A NEW PRODUCT AT 3M Satisfying Student Study Needs Discovering Student Study Needs 1- Marketing is NOT Easy WHAT IS MARKETING? LO1 You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions May Be Involved in Selling Decisions 1- True True (c) .

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Customer relationships
• Value through marketing
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing