Chapter Eleven

Marketing: Building Profitable Customer Connections

Questions

1. How does the American Marketing Association define marketing? How can marketers deliver value to their customers over the long term? How do they define America Marketing Association, as the activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. How can marketers deliver value to their customers over the long term, they have to deliver value to customers with by successful marketers deliver by customer needs in ways that exceed their expectations.

2. What are the 4 different kinds of utility that marketers can provide? Give an example (not from the book) of a product that delivers each type of utility.

|Type of Utility |Example |
|Form |iPhone |
|Time |Drive through open 24/7 |
|Place |Cafeteria on campus |
|Ownership |Laptop |

3. How has marketing evolved over time? How have current events, economics, and culture influenced thinking about marketing? Marketing develop through different phases: production era, selling era, marketing era, and relationship era. During marketing era concept of marketing was new and not its start to growing and get bigger. Now, for customers will feel satisfactions became