Read the summary and the most important questions on Introduction to international business | 9781839615788 | Evelien Kranenburg

• 1 Marketing: creating customer value and engagement

• 1.1 What is marketing

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• What are the key to building a customer relationship

  Customers value and satisfaction build a block of development and managing customer

• What is a production concept?

  The idea that consumers will favor products that are available and highly affordable therefore, the organization focus on improving production and distribution efficiency

• Societal marketing concept

  The company's marketing decisions should consider consumers want, company requirements consumers long run interests, and society's long -run interests

• 1.2 Understanding the marketplace and customer needs

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• What does a company need to understand

  The market place by researching customer needs and managing  marketing information

• 1.3 Designing a Customer value driven marketing strategy plan

• Customer-driven marketing is based on two question ?

  1. What consumers will we serve?
  because companies know they can not serve every way, they research on the customer they can serve best.

• 1.5 The changing marketing landscape

• 4 trends of marketing changing landscape. This is number 1

  Marketing Automation
  Research shows that nearly half of tasks done by paid professionals can be automated

• 4 trends of marketing changing landscape. This is number 2

  Artificial Intelligence
  Marketers are better able to dynamically automate customer interactions using artificial intelligence technologies

• 4 trends of marketing changing landscape. This is number 3

  
  Experiential MarketingExperiential campaigns engage customers through immersive, real-world events or interactions. Marketers can implement a number of experiential strategies, including:
  

  • Using stars to boost attendance
  • Touring
  • Augmenting the experience with technology
  • Leveraging partner locations

• 4 trends of marketing changing landscape. This is number 4

  Executive Branding
  Executives need to brand themselves too, beyond overall company branding. Executive branding might involve having a massive online presence, using motivational quotes, and highlighting charity efforts.

• 2 Products,Services, and Brand building customer value

• 2.2 Product and services decisions

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• Individual product decisions

  Product attributes
  Branding 
  Packaging 
  Labeling and logos
  Product support service