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Essentials of Contemporary Business by David L. Kurtz, Louis E. Boone

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Customer-Driven Marketing

Learning Objectives

image Define marketing.

image Discuss the evolution of the marketing concept.

image Summarize consumer behavior.

image Describe marketing research.

image Explain market segmentation.

image List the steps in building a marketing strategy.

image Discuss relationship marketing.

Walmart Introduces “Great for You”

Walmart, already the undisputed leader in low-price retail, is identifying healthier, low-cost food choices for consumers by adding a bright green-and-white “Great for You” label to foods that meet the store's new set of nutritional quality standards.

Fresh fruits and vegetables make the cut; sugary cereals don't. “There are no candy bars,” said the company's senior vice ...

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