| Creating Customer Relationships and Value through Marketing
After reading this chapter you should be able to:
- Define marketing and identify the requirements for marketing to occur.
- Explain how marketing discovers and satisfies consumer needs.
- Distinguish between marketing mix elements and environmental forces.
- Explain how organizations build strong customer relationships and customer value through marketing.
- Describe how today's customer relationship era differs from prior eras oriented to production and selling.
- Explain how marketing creates utilities for consumers.
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