Marketing 1 an organizational function and a collection of processes designed to

Apuntes

Marketing → an organizational function and a collection of processes designed to plan for, create, communicate, and deliver value to consumers. Marketing also builds effective and strong customer relationships in way that benefit the organization and its stakeholders: to attract new and to keep and grow current customers by understands their needs, develops products that will sell easily and also provide superior customer value, prices, distributes, and promotions in order to delivering satisfaction. Marketing process: 1) Understanding the Marketplace and Customer Needs Needs: states of felt deprivation. Includes basic physical needs (food, clothing), social needs (belonging, affection) and individual needs (knowledge, self- expression); Wants: the form human needs take as they are shaped by culture and individual personality. Are described in terms of objects that will satisfy those needs; Ex: people need food but Maria wants a big mac and Joana an ice cream Demands: human wants that are 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: The ...