January 2017
Beginner
580 pages
160h 2m
English
As a first step, marketers need to understand customer needs and wants and the marketplace in which they operate. We examine five core customer and marketplace concepts: (1) needs, wants, and demands; (2) market offerings (products, services, and experiences); (3) value and satisfaction; (4) exchanges and relationships; and (5) markets.
The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for ...