20
2. Wants are the shape by one’s society and are described in terms of objects
that will satisfy needs.
3. Demands means human wants that are backed by buying power
4.
Marketing
offers reflect the some combination of products, services,
information, or experiences offered to a market to satisfy a need and want.
5. Value and satisfaction
is basis
for consumers to
make choices
when
they
face a broad array of products and services that might satisfy a given need.
6. Exchange, transaction, and relationship
Exchange
is
the
act
of
obtaining
a
desired
object
from
someone
by
offering something in return.
Transaction represents
marketing’s
unit
measurement.
It consists of a
trade of values between two parties.
7. Markets are set of actual
and potential buyers of a product. These buyers
share
a
particular
need
or
want
that can be satisfied through exchange
relationships.
2.3.2
Element
of
Customer-Driven
Marketing
Strategy
and
Orientation
to Marketing Strategy
A winning marketing strategy was design by knowing the following elements:
1. Selecting customers to serve
This process involves dividing the market into segments of customers
(market segmentation) and selecting that segments the company will
cultivate
(target
marketing). Therefore, the
marketing
managers
must
 |