MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Chapter 1.1, Problem 1VC
Summary Introduction
Case summary:
The two electric engineers Person J and Person K started to make type A in their basement. They launched the Company N making Person K as the marketing director. The first beer was named as Product FT. The sales of craft beers were growing. This successful growth is ultimately because of the company’s corporate culture that is treating the employees and stakeholders with respect. Later after all the struggles and success Company NB launched its 2nd brewery in State NC and paved a way to expand its business all over the world.
Marketing refers to the set of institution, activity, and process of communication, creating, exchanging offerings, and delivering which has the values of clients, customers, society and partners at larger.
Characters in the case:
- Company NB
- Person J and Person K
To discuss: The way Company NB executed its marketing concept.
Marketing concept refers to the philosophy where the company needs to analyze the wants and needs of the consumers and to take decisions on customer satisfaction. It is better rather than competing with the others.
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