Professional Documents
Culture Documents
BK12e Ch01 Basic
BK12e Ch01 Basic
BK12e Ch01 Basic
Marketing:
Creating
Satisfaction
through Customer
Relationships
Form Conversion of raw materials J.P. Morgan Chase checking account; Production
and components into Lincoln Navigator; Ramen Noodles
finished goods and services (nutrition for students who are hungry,
broke, and can’t—or won’t—cook)
Place Availability of goods and Soft-drink machines outside gas stations; Marketing
services at convenient on-site day care; banks in grocery stores
locations
Owner- Ability to transfer title to Retail sales (in exchange for currency or Marketing
goods or services from credit-card payment)
ship marketer to buyer
Sales Era
Prior to 1950s
Customers resist nonessential goods and
services
Personal selling and advertising’s task is to
convince them to buy
Person Marketing
Place Marketing
Cause Marketing
Event Marketing
Organization Marketing
Transaction–based marketing
(Simple exchanges)
Relationship marketing
Lifetime value of a customer
Converting new customers to
advocates