Discuss the two important concerns the marketing supervisor need to solution to develop a winning marketing strategy. How does the supervisor set about responding to these concerns Chapter 1 Evaluation Notes 1. Specify marketing and go over how it is more than simply “informing and offering.”
Marketing is managing successful consumer relationships. The twofold objective of marketing is to attract new clients by promising exceptional worth and to keep and grow current clients by delivering satisfaction. Thus, marketing is specified as the process by which companies produce worth for consumers and build strong consumer relationships in order to catch value from customers in return.
Today, marketing needs to be understood not in the old sense of making a sale–“telling and selling”– but in the new sense of pleasing client requirements. If the marketer understands customer requirements; develop services and products that provide exceptional customer value; and prices, disperses, and promotes them effectively, this goal will be accomplished quickly.
2. Marketing has actually been slammed due to the fact that it “makes individuals buy things they do not actually require.
” Refute or support this accusation.
The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. These needs were not created by marketers; they are a basic part of the human makeup. Wants are the form human needs take as they are shaped by culture and individual personality. Wants are shaped by one’s society and are described in terms of objects that will satisfy needs. Although marketers do not create customers’ needs, they may influence their wants.
3. Discuss the two important questions the marketing manager must answer to design a winning marketing strategy. How does the manager go about answering these questions
To design a customer-driven marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we… Continues for 9 more pages »
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