What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape A simple definition of marketing is managing profitable customer relationships. Marketing must both attract new customers and grow the current customers. Every organization must perform marketing functions‚ not just for-profit companies
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Ever since man started trading goods‚ marketing was created. Marketing has evolved and there were several phases in its evolution. First‚ there was the production of the product‚ with no consideration on customers’ wants and needs. Secondly‚ customer’s wants and needs were not really considered as products were pretty much standardized. Lastly‚ products were differentiated and a focus on customer ’s wants and needs came to the forefront of business concern‚ which was the needs and wants of customers
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Principles of Marketing: An Asian Perspective L1 Marketing: Managing Profitable Customer Relationships 1 © 2012 Principles of Marketing: An Asian Perspective Outline of Concepts • • • • Define marketing and the marketing process. Identify and discuss the five core marketing concepts. Discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and approaches for building lasting customer relationships. 2 © 2012 Principles
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Newman (2012) suggests that optometrists should seriously consider the effects of the improvements made in the contact lens industry as they create vision correction plans for younger generations. In other words‚ optometrists are being asked to develop a more intimate relationship with both their practice and patients. The article argues that recent studies prove that this population is at no additional health risk‚ just as satisfied‚ and just as capable of caring for their lenses as other populations
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Meritor Savings Bank‚ FSB Vs. Vinson A female bank employee alleged claims of sexual harassment from her male supervisor. Her claims included that her supervisor fondle her and made sexual demands suggesting fear that she would lose her job. After being terminated she filed a lawsuit under Title VII of Civil Rights Act of 1964 against the bank and her former supervisor. The supervisor denied the claims and stated all advances were voluntary. The court took the position of the petitioner‚ although
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atmosphere scatter the blue colour more strongly than the red and so the sky appears blue. If the earth had no atmosphere there would not be any scattering of light and the sky would appear dark. The sky appears dark at very high altitudes. i) Myopia or near
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approach are: Produces resentment in host country‚ and can lead to cultural myopia. An ethnocentric approach is typically appropriate for firms utilizing an international strategy. A polycentric staffing policy requires host country nationals to be recruited to manage subsidiaries‚ while parent country nations occupy key positions at corporate headquarters. The advantages of the polycentric approach are: Alleviates cultural myopia‚ and it is inexpensive to implement. The disadvantages of the polycentric
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Creating‚ delivering‚ and communicating superior customer value Evolution: Production (none)‚ sales (one way‚ marketing (two way) What can be marketed: Goods‚ Services‚ Places‚ Persons‚ Ideas‚ Events‚ Organizations‚ Information‚ Experiences. Mkt Myopia: Focusing on short-term profits instead of long-term customer relationships. CLV: NPV of all profits over lifetime of customer. Needs: Basic human requirements. Become wants when directed to specific objects. Demands wants for specific products
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they live by. Robert gray explores the misplaced values of Australian society‚ suggesting that the focus has changed to materialism‚ personal gratification‚ consumerism and technological advancement. Through his exploration of the aesthetics of myopia and decay‚ which occur across both his poems‚ “North coast town” and “ Flames and Dangling wire” Gray forces the responder to see the dire situation of the world as he does‚ engaging them in a process of self-reflection. The deteariation
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ACCOUNTING PERFORMANCE MEASURES Discuss the uses of accounting info in performance measurements. What are the limitations of accounting information? Accounting provides companies with various pieces of information regarding business operations. Management often reviews this information to determine how well their business is operating. A common use of such information is measuring the performance of various business operations. Financial ratios use the accounting information reported on the
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