eds ? Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want ? Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs Chapter 1- slide 8 Copyright ? 2010 Pearson Education, Inc. Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Expectations Chapter 1- slide 9 Copyright ? 2010 Pearson Education, Inc. Exchange is the act of obtaining a desired object from someone by offering something in return Understanding the Marketplace and Customer Needs Chapter 1- slide 10 Copyright ? 2010 Pearson Education, Inc. Understanding the Marketplace and Customer Needs Markets are the set of actual and potential buyers of a product
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