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1 Amazon.com does much more than just sell goods online. It creates satisfying online customer experiences. “The thing that drives everything is creating genuine value for customers,” says Amazon founder and CEO Jeff Bezos. 2 Objective 1 Define marketing and outline the steps in the marketing process. Objective 2 Explain the importance of understanding the marketplace and customers and identify the five
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  1  Amazon.com does much more than just sell goods online. It creates satisfying online customer experiences. “The thing that drives everything is creating genuine value for customers,” says Amazon founder and CEO Jeff Bezos. 2  3 Objective 1 Define marketing and outline the steps in the marketing process. Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Objective 4 Discuss customer relationship management and identify strategies for creating value  for  customers and capturing value  from customers in return. Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.  4 Objective 1 Define marketing and outline the steps in the marketing process. Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Objective 4 Discuss customer relationship management and identify strategies for creating value  for  customers and capturing value  from customers in return. Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
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