Introduction to Marketing I 2e (MKTG 1010)
About This Book
2.2 Importance of Customer Learning Objective As we dive into the mechanics of marketing, we begin by locking our focus on the customer. “Customers” are the people or organizations with needs or wants that a business aspires to address. The act of obtaining a desired object from someone by offering something of value in return is called the exchange process. In other words, the customer is the primary reason for a business to exist. All marketing centres on creating, delivering, and communicati
| Category | business |
|---|---|
| Subject | Sales and marketing management, Business studies: general |
| Year | 2023 |
| Authors | |
| Chapters | 16 |
| Word Count | |
| Price | |
| License | Creative Commons - Attribution - https://creativecommons.org/licenses/by/4.0/ |
Chapters
- 2.2 Importance of Customer
- Case Study: Chobani
- Reading: Segmentation Criteria and Approaches
- Video: What Is Strategy?
- Reading: Product Development Example
- Reading: 5.3 Business Protections Laws and Standards
- Reading: 5.3 Consumer Protection Laws and Standards
- Reading: Fraud in Marketing
- 5.5 Ensuring Ethical Marketing and Sales
- Reading: Social Responsibility in the Marketing Strategy
- 6.1 Why It Matters: Marketing Information and Research
- Reading: Secondary Marketing Research
- 7.1 Why It Matters: Consumer Behaviour
- Reading: The “Black Box” of Consumer Behavior
- Reading: Social Factors
- Primary Navigation