Professional Documents
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Product-Oriented
Definition
Market-Oriented
Definition
Amazon.com
Disney
We create fantasies
a place where dreams
come true and America
still works the way its
supposed to
Nike
We bring inspiration
and innovation to every
athlete* in the world
(* if you have a body,
you are an athlete)
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Market penetration is a
growth strategy
increasing sales to
current market
segments without
changing the product
Market development is
a growth strategy that
identifies and develops
new market segments
for current products
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Planning Marketing
Partnering to Build Customer Relationships
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Planning Marketing
Partnering to Build Customer Relationships
Value delivery
network is made up
of the company,
suppliers, distributors,
and ultimately
customers who
partner with each
other to improve
performance of the
entire system
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
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Return on marketing
investment (Marketing
ROI) is the net return from
a marketing investment
divided by the costs of the
marketing investment.
Marketing ROI provides a
measurement of the profits
generated by investments
in marketing activities.
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
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