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Marketing: An Introduction, eBook, Global Edition
Gary Armstrong, Philip Kotler, Marc Opresnik
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eBook - PDF
No longer available
Marketing: An Introduction, eBook, Global Edition
Gary Armstrong, Philip Kotler, Marc Opresnik
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ChapterÂ
1:Â
Marketing:Â
CreatingÂ
CustomerÂ
ValueÂ
andÂ
Engagement
65
CompanyÂ
CasesÂ
1Â
FedEx/4Â
Campbellâs/14Â
Alibaba
SeeÂ
AppendixÂ
1Â
forÂ
casesÂ
appropriateÂ
forÂ
thisÂ
chapter.Â
CaseÂ
1,Â
FedEx:Â
MakingÂ
EveryÂ
CustomerÂ
ExperienceÂ
Outstanding
.Â
FromÂ
theÂ
timeÂ
FedExÂ
openedÂ
forÂ
businessÂ
overÂ
40Â
yearsÂ
ago,Â
theÂ
companyÂ
strategyÂ
hasÂ
beenÂ
builtÂ
onÂ
aÂ
foundationÂ
ofÂ
obses-
siveÂ
customerÂ
focus.Â
CaseÂ
4,Â
Campbellâs:Â
WatchingÂ
WhatÂ
YouÂ
Eat
.Â
ThroughÂ
extensiveÂ
marketingÂ
research,Â
CampbellâsÂ
maintainsÂ
itsÂ
customerÂ
focus.Â
CaseÂ
14,Â
Alibaba:Â
TheÂ
WorldâsÂ
LargestÂ
E-TailerÂ
IsÂ
NotÂ
Amazon.
AlibabaÂ
isÂ
onÂ
trackÂ
toÂ
hitÂ
$700Â
billionÂ
inÂ
annualÂ
revenuesÂ
withinÂ
twoÂ
yearsÂ
byÂ
providingÂ
everythingÂ
customersÂ
needÂ
andÂ
desire.
My
Marketing
Lab
IfÂ
assignedÂ
byÂ
yourÂ
instructor,Â
completeÂ
theseÂ
writingÂ
sectionsÂ
fromÂ
yourÂ
AssignmentsÂ
inÂ
theÂ
MyLab.
1-18.
CompareÂ
andÂ
contrastÂ
needs,Â
wants,Â
andÂ
demands.Â
WhichÂ
one(s)Â
canÂ
marketersÂ
influence?Â
(AACSB:Â
Communication;Â
ReflectiveÂ
Thinking)
1-19.
IsÂ
itÂ
fairÂ
toÂ
singleÂ
outÂ
specificÂ
productsÂ
forÂ
restrictionsÂ
suchÂ
asÂ
whenÂ
NewÂ
YorkÂ
CityÂ
proposedÂ
sizeÂ
capÂ
onÂ
softÂ
drinks?Â
DiscussÂ
thisÂ
argumentÂ
fromÂ
allÂ
sidesÂ
ofÂ
thisÂ
issue:Â
government,Â
softÂ
drinkÂ
marketers,Â
andÂ
consumers.Â
(AACSB:Â
WrittenÂ
andÂ
OralÂ
Communication;Â
ReflectiveÂ
Thinking)