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Talladega College Research Paper

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Recommended: Explain the concept of the “customer experience”

Ciara Lawson
Marketing for Managers
Talladega College
Writing Assignment 1
4/26/15

Marketing is a concept that has been utilized for years by companies promoting products or services. A general more simplified definition of marketing is “The management process through which goods and services move from concept to the customer (Business)”. “Marketing management focuses on the practical application of various marketing techniques as well as effective management of the company’s marketing resources and activities (Marketing)”. Our course eBook defined it as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Talladega College, 2015)” The marketing approach that is most known is the four P’s. The four P’s are promotion, product, price and place. Although the four P’s has been proven effective, it does not cover the professional side of marketing. Also, it is not the form of marketing that is most favorable to consumers. Modern marketing includes concepts such as the value approach, marketing through social networking, and online purchasing. …show more content…

Marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value (Talladega College)”. The value approach centers on customer experience. The goal remains the same as in the four Ps which is bringing in funds, however the value approach has a more ethical plan in place. “Market value is the price at which an item will sell, based on historical pricing information, in a predetermined period of time (Business)”. An example would be the slogan that has been used in marketing campaigns for years, “The customer is always right”. Giving customers a feeling of control and importance along with solid product is a great way to bring in

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