The Product/Service Definition:- That bundle of benefits which is received in the exchange process Note:- People buy benefits not products:- Health Club Membership A visit to Cadbury world Lynx deodorant Caterpillar Earth Movers
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying
What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)
Statistical Thinking and Management Descriptive versus Inferential Statistics Types of Data and their Sources Types of Sampling Methods Types of Survey Errors
Chapter objective This chapter discusses the impact that unanticipatedchanges in exchange rates may have on theconsolidated financial statements of the multinationalcompany
Chapter Objectives: This chapter provides a way to measure economic exposure, discusses its determinants, and presents methods for managing and hedging economic exposure
