Y1 - Foundations of International Marketing

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Lectures

Week 1

Erasmus Universiteit · International Business Administration

Inhoud

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What is Marketing?
What can be marketed?
What marketing should be
Company orientation toward the marketplace
Product VS Customer-Centric View of Business (some examples)
Focus on customer needs
Nike: functional VS emotional needs
What is customer value?
Benefits and costs
Aspects of marketing that are easy to get wrong

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