Create an account
1. Helps create value
2. Satisfies customer wants & needs
3. Entails an exchange
4. Requires 4P decisions
5. Performed by individuals and organizations
6. Occurs in many settings
value driven companies
-share info. across organization
-balance customer benefits & costs
-build customer relationships
internet B2B marketing
1. Sales support
2. Virtual trade shows
3. Private exchange
4. Product design
5. Online auctions
sustainable competitive advantage strategies
1. Customer excellence
2. Operational excellence
3. Product excellence
4. Locational excellence
strategic business unit (SBU)
division of firm that can be managed independently with different mission
1. Market penetration
2. Market development
3. Product development
uses info. from situation & opportunity analysis of marketing plan to understand performance outcomes of marketing mix
3. Social trends
4. Technological advances
5. Economic situation
consumer decision process factors
1. Marketing mix (4P's)
2. Psychological (motives, perceptions, lifestyle, attitudes, learning)
3. Social (family, reference groups, culture)
4. Situational (purchase situation, shopping situation)
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