Chapter2Puttingtheend-customerfirstTheMarketingPerspectiveAmorecurrentdefinition:Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.(AmericanMarketingAssociationJuly2013)SupplychainmarketingRisingcustomerexpectationDueto:BetterlevelsofgeneraleducationBetterabilitytodiscernbetweenalternativeproductsExposuretomorelifestyleissuesinthemediaTheinformationrevolutionB2CB2BOthersupplychainimplications(inventory,forecasts,useofassetsetc.)DemandledRespondmorerapidlytomarketsrequirementsSegmentationSegmentationdescribeshowagivenmarketmightbebroke...
