Site MapHelpFeedbackCreating Customer Relationships and Value through Marketing
Creating Customer Relationships and Value through Marketing




After reading this chapter you should be able to:
  1. Define marketing and identify the requirements for marketing to occur.


  2. Explain how marketing discovers and satisfies consumer needs.


  3. Distinguish between marketing mix elements and environmental forces.


  4. Explain how organizations build strong customer relationships and customer value through marketing.


  5. Describe how today's customer relationship era differs from prior eras oriented to production and selling.


  6. Explain how marketing creates utilities for consumers.









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