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contemporary business chapter13

C H A P T E R 1 3
Customer-Driven
Marketing
Learning Goals
1. Summarize the ways in which marketing creates utility.
2. Explain the marketing concept and relate how customer satisfaction
contributes to added value.
3. Describe the components of a market and distinguish between B2B and B2C
marketing.
4. Outline the basic steps in developing a marketing strategy.
5. Describe the marketing research function.
6. Identify each of the methods available for segmenting consumer and
business markets.
7. Distinguish between buyer behavior and consumer behavior.
8. Discuss relationship marketing, including its importance in strategic planning.[subject_ͨÓõçÆø]

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