The American Marketing Association

1. Define marketing

2. An organizational function and set of processes for managing customer relationships

3. Levels of a product

4. Core benefit: Basic need that a product satisfies

5. Generic product: Meets the need through a process

6. expected product: They are attributes and characteristics that consumers expect when purchasing the product

7. Increased product: Everything offered to the client that exceeded expectations

8. Potential product: Generates ideas to add to the product and give added value

9. Requires strategy according to the stage or life cycle of the product

10. Market attractiveness

11. _Size and growth rate of the market _Degree of distribution concentration _Channel accessibility

12. Product / service

13. Means by which the company creates value and satisfies the needs of consumers

14. Generating

15. Lasting relationships

16. Characteristic

17. Internal: visible, essential for product performance

18. External: they are perceived with the naked eye

19. The brand Fundamental in customer relations

20. Elements

21. Commercial strategy

22. That links directly with the client

23. Strategic asset

24. Life cycle of a product

25. Market competitiveness

26. _percentage market share _penetration power _sales techniques and physical distribution