Marketing: Developing Relationships
[Pages:51]McGraw-Hill/Irwin
Marketing: Developing Relationships
Copyright ? 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
CHAPTER 11 Customer Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking
11-2
Enter the World of Business
Amazon Challenges Apple
?Amazon's launch of the Kindle Fire is designed to compete against
the iPad's 68% market share in the tablet industry
?Amazon offers music downloads, cloud computing services, e-
books, and an online app store
?Many of these products cost significantly less than Apple's ?Kindle Fire has less storage and lacks features such as a camera,
microphone, and a 3G cellular connection
? How is Amazon's Kindle Fire challenging the iPad's dominance in the tablet computer industry?
? Compare and contrast the Kindle Fire and the iPad on price and product features?
? How might the Kindle Fire and the Apple iPad appeal to different target markets?
11-3
Nature of Marketing
Marketing
? A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas Create value by allowing individuals and organizations to obtain what they need and want Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions
11-4
Nature of Marketing
Marketing is not:
Manipulating consumers to get them to buy products they do not want
Just selling and advertising
Marketing is:
A systematic approach to satisfying consumers
11-5
The Exchange Relationship
Exchange
? The act of giving up one thing (money, credit, labor, goods) in return for something else (goods, services, or ideas) Each participant must be willing to give up his or her respective something of value to receive the something held by the other
11-6
The Exchange Relationship
The tangible product itself may not be as important as the image or the benefits associated with the product
This intangible something of value may be:
Capability gained from using a product The image evoked by it The brand name
11-7
The Exchange Process: Giving Up One Thing in Return for Another
11-8
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- the importance of relationships kmh associates
- developing stronger relationships with centers of
- developing relationships in business networks
- building global business relationships
- connecting community colleges with employers
- marketing developing relationships
- developing relationships in innovation clusters
- developing relationships with companies
- developing corporate relationships the fsi
Related searches
- developing a marketing strategy
- developing a marketing campaign
- developing a marketing plan template
- developing relationships with customers
- developing relationships in business
- developing a marketing strategy pdf
- developing a marketing plan pdf
- developing a marketing plan
- developing relationships with stakeholders
- developing relationships at work
- why is developing relationships important
- developing marketing strategies plans