McGraw-Hill/Irwin
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Organizational customers buy goods and services for resale; as production inputs; or for use in the day-to-day operations.
These are called industrial goods and services.
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Marketing strategy
Decisions about market segments, product line, advertising appeals and media, prices, and partnerships.
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Take-Aways
Marketing is pervasive. Customers buy benefits, not products. Delivering superior value to ones customers is the essence of business success. A focus on satisfying customer needs and wants is not inconsistent with being technologically innovative.
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Take-Aways
The marketing management process requires an understanding of the 4Cs. Marketing decisions are made or approved at the highest levels in most firms, whether large or small.
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