마케팅관리 용어정리

목차

1.Marketing : Creating Customer Value and Engagement
2.Company-Wide Strategic Planning: Defining Marketing’s Role
3.Analyzing the Marketing Environment
4.Managing Marketing Information to Gain Customer Insights
5.Consumer Markets and Buyer Behavior
6.Business Markets and Business Buyer Behavior

본문내용

Chapter 1. Marketing : Creating Customer Value and Engagement
* Marketing : a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. (Creating Customer Value and Engagement)
* Needs : States of deprivation
* Wants : Form that needs take
* Demands : Wants backed by buying power
* Market offerings : some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
* Marketing myopia : focusing only on existing wants and losing sight of underlying consumer needs.
* Exchange : the act of obtaining a desired object from someone by offering something in return. (Marketing actions try to create, maintain, and grow desirable exchange relationships)
* Designing a Customer Value : Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program
* Market segmentation : refers to dividing the markets into segments of customers.
* Target marketing : refers to which segments to go after.

참고 자료

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