国际市场营销（第十三版）chapter 1Marketings Value to Consumers, Firms, and Society.ppt

Marketing concept Customer value Customer value — the difference between benefits a customer sees from a market offering and the costs of obtaining those benefits. Costs, benefits, and customer value Building relationships with customer value Building relationships with customers requires that everyone in a firm work together to provide customer value before and after each purchase. Building relationships with customer value Marketing concept applied in NPOs Micro-macro dilemma Marketing ethics The marketing concept guides marketing ethics. Marketing ethics — the moral standards that guid