What is the image of the company to the total audience?
Traditional Marketing (1970’s)
Focus on the product through merchandising and pricing
Distribution from the manufacturer to the consumer
1. Personal selling
Definitions of Marketing
“ The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.” American Marketing Association (1985)
“Communicating to, and giving the target market customers what they want, when they want it, at a price they are willing to pay.” Lewis & Chambers (1989)
Marketing is creating and keeping customers, while making a profit!