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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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Chapter
1:
Marketing:
Creating
Customer
Value
and
Engagement
65
Company
Cases
1
FedEx/4
Campbell’s/14
Alibaba
See
Appendix
1
for
cases
appropriate
for
this
chapter.
Case
1,
FedEx:
Making
Every
Customer
Experience
Outstanding
.
From
the
time
FedEx
opened
for
business
over
40
years
ago,
the
company
strategy
has
been
built
on
a
foundation
of
obses-
sive
customer
focus.
Case
4,
Campbell’s:
Watching
What
You
Eat
.
Through
extensive
marketing
research,
Campbell’s
maintains
its
customer
focus.
Case
14,
Alibaba:
The
World’s
Largest
E-Tailer
Is
Not
Amazon.
Alibaba
is
on
track
to
hit
$700
billion
in
annual
revenues
within
two
years
by
providing
everything
customers
need
and
desire.
My
Marketing
Lab
If
assigned
by
your
instructor,
complete
these
writing
sections
from
your
Assignments
in
the
MyLab.
1-18.
Compare
and
contrast
needs,
wants,
and
demands.
Which
one(s)
can
marketers
influence?
(AACSB:
Communication;
Reflective
Thinking)
1-19.
Is
it
fair
to
single
out
specific
products
for
restrictions
such
as
when
New
York
City
proposed
size
cap
on
soft
drinks?
Discuss
this
argument
from
all
sides
of
this
issue:
government,
soft
drink
marketers,
and
consumers.
(AACSB:
Written
and
Oral
Communication;
Reflective
Thinking)