Marketing: Creating Value for Customers.


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Chapter 1 Learning Objectives

After working through this chapter and the study guide, you should be able to:

  1. Understand what marketing is and its major types.

  2. Distinguish the levels of marketing analysis.

  3. Identify the three traditional orientations to marketing.

  4. Discuss value-driven marketing and its principles.

  5. Explain the types of customer benefits and costs.

  6. Describe the marketing management process.

  7. List the elements of the marketing mix.





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