to communicate, and (4) something to exchange. • Needs versus wants: A need occurs when a person feels deprived of basic necessities such as food, clothing, and shelter. A want is a need that is shaped by a person’s knowledge, culture, and personality. • Marketing mix are the marketing manager’s controllable factors-product, price, promotion, and place-that can be used to solve a marketing problem. • Relationship marketing is the hallmark of developing and maintaining effective customer…
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