Markedsføring Kap 1WHAT IS MARKETINGPeter Drucker:The purpose of business is to create and keep customers, it has only two central functions - marketing and innovation. The basic function of marketing is to attract and retain customers at a profitMarketing central role for businessNot chase any customers at ...view middle of the document...
THE MARKETING CONCEPTSuccess more than just customers satisfaction. They must do better than the competitionTo be better than the competetionMariketing conceptcustomers orientation: providing customers satisfactionintergrated effort: staff responsibility for customer satisfactionGoal achievement: the belief coporate goals can be achieved through customer satisfactionMARKETING ORIENTATION VERSUS PRODUCTION ORIENTATIONMarketing orientation -> fokus -> kundernes behov -> se potentiel muligheder på marked -> skab af produkt -> skaber tilfredse kunderProduction orientation -> fokus -> produktets kapacitet -> definere virksomhedens mission samt produktet - dette sælges aggresivt til kunder
