1. Software marketingChapter 1Defining Marketing and the marketingprocess

2. Customer Value and Satisfaction Marketers must be careful to set the right level ofexpectations.1. If expectations too low then they satisfy those whouse but lose potential buyers.2. If expectations too high, buyers will bedisappointed. Customers form expectations about the value ofvarious products and services.1. Satisfied customers buy again and promote theproduct positively.2. Dissatisfied customer switch and spread negativeword of mouth 3. Exchanges and Relationships Exchange:The act of obtaining a desired object from someoneby offering something in returne.g. It can be more than just buying a product,1. a political candidate wants a vote2. a church wants membership.3. A social action group wants an idea acceptance 4. Markets: The set of all actual and potential buyers of aproduct or service. These buyers share a particular need or want. Marketing means managing markets to bringprofitable customer relationships. Activities such as product development, researchcommunication, distribution, pricing and servicesand core marketing activities. 5. Markets: Consumers do marketing when they search for thegoods they need at the prices they can afford. Company agents do marketing when they trackdown sellers and bargain for good terms. A companys success at building profitablerelationships depends not only on its own actions butalso on how well the entire system works to servethe needs of final consumers. e.g. Ford can not deliver high quality to its buyersunless its dealers provide outstanding sales andservice