Тема реферата - «Marketing and consumer buyer behavior»

Preamble
The essay given is dedicated to marketing. Marketing is of current interest in mode
world. So it is in Belarus. Mode
market is a complex phenomenon. It’s impossible to exist in it without deep knowledge of the laws of its functioning.
Today’s marketing is all about creating customer value and building profitable customer relationships. It starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers.
The essay reveals following value themes:
Creating value for customers in order to capture value from customers in retu
. Today’s marketers must be good at creating customer value and managing customer relationships. Outstanding marketing companies understand the marketplace and customer needs, design value-creating marketing strategies, develop integrated marketing programs that deliver customer value and delight, and build strong customer relationships. In retu
, they capture value from customers in the form of sales, profits, and customer loyalty.
Building and managing strong, value-creating brands. Well-positioned brands with strong brand equity provide the basis upon which to build customer value and profitable customer relationships. Today’s marketers must position their brands powerfully and manage them well. They must build close brand relationships and experiences with customers.
Measuring and managing retu
on marketing. Marketing managers must ensure that their marketing dollars are being well spent. In the past, many marketers spent freely on big, expensive marketing programs, often without thinking carefully about the financial retu
s on their spending. But all that has changed rapidly.
Ha
essing new marketing technologies. New digital and other high-tech marketing developments are dramatically changing how consumers and marketers relate to one another.
Sustainable...

Conclusion
In overall we can say that marketing is an important agent to deal with mode
market. We can’t just sell and buy nowadays. We need up-to-date knowledge to cope with strong competition. To my mind, the book “Principles of Marketing” is an exclusive example of a perfect tutorial for those who study marketing. It can be useful for working market-workers as well. It’s an ideal contamination of theory and practical examples. I am sure any student and marketer should have it at hand.