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V. Marketing Developing Relationships.
1. Read Chapter 12. Customer-Driven Marketing.
2. Answer questions 1, 2, 3, 4, 5, 6, and 7 on page 384. Check your progress.
* What is marketing? How does it facilitate the exchanges?
Marketing is what the people do, the activities designed to the transactions can make more easilier in the customers and the buyers, the thing that makes more attractivethe product and ideas that can make it more likely to the persons who want to buy that product.
* Name the functions of marketing. How does an organization use marketing activities to achieve its objectives?
The marketing can help a lot in the organizations to get known by the people they want to reach and financing, the marketing is a risk that the organization is wanting to take so theycan reach their objectives and they create values by allowing individuals to make their own opinion about the organization.
* What is the marketing concept? Why is it so important?
Its important because is the organization need to try to satisfy the customer needs, and also to try to get them what they are asking for, they allow people to achieve its own goals, the marketing it’s the key thatan enterprise get recognized in its own field and also to get recognized at nation lever so the customers would want to buy that product because of its popularity.
* What is a marketing strategy?
Marketing strategy is the way that the enterprise want to get to the people so they feel more confortable with the product they are offering to the customers, so they can reach a better level of lifeand the customers can reach to have the product that they are asking for.
* What is market segmentation? Describe the three target market strategies.
* List the variables in the marketing mix. How is each used in a marketing strategy?
* Why are marketing research and information systems important to an organization’s planning and development of strategy?

3. In pairs. Do the "Getinvolved" activity on page 384. Prepare a document where you both  briefly explain the commercials, and then answer to the two questions in the book.
In the commercial of chamyto, a little boy asks a peddler for a hot dog, and then the mother starts washing the hands of the hot dogs man. Finally the commercial ends with a phrase like: “mom doesn’t do that, she gives her children chamyto of nestle”.In the TV spot of Yakult, it is represented a relationship between a person and an animated digestive system, this is a love relation between each other, and a phrase that says: “If you love your digestive system it will love you back”.
The commercial of the product, Actimel is a video in which is shown how people can do a lot of things every day, and it has a phrase that says: “every day is anopportunity”. The thing is that the advertising is not well adequate to the product.
Can you surmise the marketing strategy for each of the three?
We focused on advertising for three products of the same category, “yakult”, “chamyto” and “actimel”.
The marketing strategy for chamyto is focused on attracting the children attention, so they would want their parents buy them.
The marketingstrategy for actimel was not efficient, the company didn’t focused on a target, and both parents and children didn’t have interest on buying the product, and as a consequence this product come to the end.
The marketing strategy of Yakult is focused on attracting the parents’ attention, because the parents think the product is good for their children health and that’s the way they buy it.

Discussthe decision process and influence involved in purchasing a personal computer?
First a consumer, analyzes the different brands on the market, a big influence in this step of the product is the advertising and publicity. As more people see certain brand on the media, they would thing it is more reliable than others. Then comes the influence of the tips that employees on the store in which the...