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Understanding Business, 6/e
William G. Nickels
James M. McHugh
Susan M. McHugh
Chapter 13: Marketing: Customer and Stakeholder Relationship Management
Learning Objectives
After you have read and studied this chapter, you should be able to:
Explain the marketing concept.
Give an example of how to use the four Ps of marketing.
Describe the marketing research process, and tell how marketers use environmental scanning to learn about the changing marketing environment.
Explain various ways of segmenting the consumer market.
List several ways in which the business-to-business market differs from the consumer market.
Show how the marketing concept has been adapted to fit today’s modern markets.
Describe the latest marketing strategies, such as stakeholder marketing and customer relationship management.
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