for study purposes

1. Fundamentals of Marketing & Customer Service By MRJ References: Business Today Book, 10 th Edition by M.Mescon . C.Bovee. J.Thill

2. What is Marketing?

14. Factory Existing Selling & Profits through Products Promoting sale volume Market Customer integrated profits through needs marketing customer satisfaction The Sales Era The Marketing Era Starting Point Focus Means Ends

20. The Importance Of Understanding Customers

27. Beyond Customer Satisfaction Price, Product Quality, Service quality, Innovation, Image Customer Perceived Value Loyalty Market Share & Profitability Shareholder Value

33. Consumer Decision Process Need Recognition Information search Evaluation of alternatives Purchase Post purchase evaluation

39. Limitations of marketing research Source of expensive mistakes - Not a substitute for good judgment - misleading If not carefully worded & administered Poor indicator of future buying behavior - Not good predictor of what will excite consumers in the future Suggest what people might prefer or dislike Doesn’t identify ways beyond current states Measures the level of service currently provided Not accurately represent marketplace Administered in artificial settings Surveys Limitations Design Tool