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Chapter 1 "earning "earning #b$ecti%es 1.1 &o understand the e%olution o the 'ar(eting concept, the 'ost pro'inent tools used to i'ple'ent 'ar(eting strategies, the relationship bet)een %alue and custo'er retention, and the ob$ecti%es o socially responsible 'ar(eting. 'ar(eting. 1.2 &o understand ho) the Internet and related technologies i'pro%e 'ar(eting 'ar(eting transactions by adding %alue that bene*ts both 'ar(eters and custo'ers. 1.+ &o understand the interrelationships a'ong custo'er %alue, satisaction, and retention, and technologys re%olutionary role in designing e-ecti%e retention 'easures and strategies. 1. &o understand consu'er beha%ior as an interdisciplinary area, consu'er decision/'a(ing, and the structure o this boo(.

Ho) can a car help epress its o)ners characteristics

"earning #b$ecti%e 1.1 1.1 &o understand the e%olution o the 'ar(eting concept, the 'ost pro'inent tools used to i'ple'ent 'ar(eting strategies, the relationship bet)een %alue and custo'er retention, and the ob$ecti%es o socially responsible 'ar(eting.

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Marketing Concept

 &he essence o 'ar(eting consists o satisying consu'ers needs, creating %alue, and retaining custo'ers. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

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3ar(eting Concept 4pplication Ho) does Classicos ad relate to the 'ar(eting concept

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

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e%elop'ent o the 3ar(eting Concept

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

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3ar(eting Concept 7e:uire'ents • Consu'er 7esearch • 3ar(et Seg'entation, &argeting and Positioning •  &he 3ar(eting 3i 8 Ps9  – Product or ser%ice  – Price  – Place  – Pro'otion Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

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Socially 7esponsible 3ar(eting