Chapter 1: What Is Marketing?
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This chapter introduces marketing and discusses its key concepts. It defines marketing as creating, communicating, and delivering value for customers. The marketing concept focuses on customer needs and satisfaction. Marketing activities involve understanding customers, creating offerings with value, communicating them to customers, delivering them, and exchanging them for value. Marketing is practiced by all types of organizations and plays an important role in an organization's strategy and interactions with other functions. The chapter concludes with a discussion of how the marketing environment is changing and the career opportunities marketing offers.
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The document discusses factors that influence consumer buying behavior, including:
1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
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Chapter 7: Developing and Managing Offerings
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- It also covers how companies manage products through their lifecycles, which typically include introduction, growth, maturity, and decline phases. Strategies may differ between phases as sales and competition change.
- Companies aim to extend the maturity phase through modifications to products, markets, or marketing mix, and must decide when to harvest or divest products in decline.
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- Companies market offerings composed of tangible products and intangible services at certain price points.
- Offerings are often based on a core technology platform and organized into product lines and mixes.
- Firms must make decisions around branding, labeling, and packaging levels when developing new products.
- Effective management of offerings requires roles like brand managers, product managers, category managers, and market managers.
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1. The document discusses professional selling, including the roles and responsibilities of salespeople. It describes how salespeople create value, manage relationships, and gather information for their companies.
2. It outlines some of the ethical challenges salespeople face, such as balancing their fiduciary duty to their employer with treating customers fairly. It also discusses the types of selling positions and relationships companies seek to develop with customers.
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This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
Chapter 16: The Marketing Plan
The document discusses marketing plans and ongoing marketing evaluation. It provides details on:
1. The components and purpose of a marketing plan, including executive summary, market analysis, strategy, budget, and conclusion.
2. The marketing planning process and roles of different teams and specialists.
3. Tools for ongoing evaluation like marketing audits, which examine how marketing strategies are implemented and identify factors that impacted business.
4. The importance of understanding causality and executing plans well for ongoing marketing success.
Chapter 4: Business Buying Behavior
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- The B2B buying process involves need recognition, need description, supplier search, requests for proposals, proposal evaluation, supplier selection, and post-purchase evaluation.
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1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
3. Psychological factors rooted in consumers' self-concept, attitudes, perceptions, and Maslow's hierarchy of needs have enduring impacts on purchasing choices.
4. Societal influences such as culture, social class, reference groups, opinion leaders, and family also shape what and
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This document discusses market segmentation, targeting, and positioning. It begins by distinguishing between targeted marketing, which selects specific consumer groups, and mass marketing, which sells to all consumers. The benefits of segmentation and targeting are that it allows companies to tailor products and messages to specific customer segments. Market segmentation can be done based on demographics, behaviors, benefits sought, geography, and psychographics like values and lifestyles. The document also covers strategies for targeting markets globally and techniques for positioning offerings to stand out from competitors.
Chapter 7: Developing and Managing Offerings
- The document discusses the seven step process that most companies follow to develop new products, which includes idea generation, screening, specification, development, testing, launch, and monitoring.
- It also covers how companies manage products through their lifecycles, which typically include introduction, growth, maturity, and decline phases. Strategies may differ between phases as sales and competition change.
- Companies aim to extend the maturity phase through modifications to products, markets, or marketing mix, and must decide when to harvest or divest products in decline.
Chapter 6: Creating Offerings
- Companies market offerings composed of tangible products and intangible services at certain price points.
- Offerings are often based on a core technology platform and organized into product lines and mixes.
- Firms must make decisions around branding, labeling, and packaging levels when developing new products.
- Effective management of offerings requires roles like brand managers, product managers, category managers, and market managers.
Chapter 13: Professional Selling
1. The document discusses professional selling, including the roles and responsibilities of salespeople. It describes how salespeople create value, manage relationships, and gather information for their companies.
2. It outlines some of the ethical challenges salespeople face, such as balancing their fiduciary duty to their employer with treating customers fairly. It also discusses the types of selling positions and relationships companies seek to develop with customers.
3. The document covers how companies implement policies and training to help guide ethical sales practices. It emphasizes the importance of integrating sales and marketing functions to improve lead generation and customer relationships.
Chapter 15: Price, the Only Revenue Generator
This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
Chapter 16: The Marketing Plan
The document discusses marketing plans and ongoing marketing evaluation. It provides details on:
1. The components and purpose of a marketing plan, including executive summary, market analysis, strategy, budget, and conclusion.
2. The marketing planning process and roles of different teams and specialists.
3. Tools for ongoing evaluation like marketing audits, which examine how marketing strategies are implemented and identify factors that impacted business.
4. The importance of understanding causality and executing plans well for ongoing marketing success.
Chapter 4: Business Buying Behavior
- Buying centers are groups within organizations that make purchasing decisions. They typically include professional buyers as well as users, influencers, gatekeepers, and deciders.
- The B2B buying process involves need recognition, need description, supplier search, requests for proposals, proposal evaluation, supplier selection, and post-purchase evaluation.
- E-commerce has impacted B2B markets by making geographic proximity to buyers less important while enabling just-in-time procurement through intranets and extranets. It has also led to more competition and difficulty raising prices for some products.
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DEMAND STATES
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MARKETING CONCEPTS
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Holistic Marketing Concept
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This document discusses different types of retailers. It identifies various classifications for retailers including merchandise vs services retailers, and types of ownership structures like single-store, chains, and franchises. It provides examples of major retailers within categories like supermarkets, department stores, drugstores, category specialists, and discusses characteristics of different formats.
Kotler pom13e student_01
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Schiffman cb10 ppt_01
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2. How satisfied are employees with their jobs overall?
3. Which job aspects (pay, supervision, workload etc.) are employees most/least satisfied with?
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H1: Employees with higher pay will report higher job satisfaction.
H2: Employees who feel their workload is reasonable will report higher job satisfaction.
H3: Employees who rate their supervisor highly will report higher job satisfaction.
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- Supply chain management involves designing and monitoring all organizations involved before, during, and after production of a product. Some companies view the supply chain as integral to their marketing plans.
- Demand forecasting estimates customer demand and is part of inventory control activities. The goal of inventory control is to avoid stockouts while meeting customer needs. New tracking devices help companies forecast and manage inventory levels.
- Transportation of goods via methods like trucks, ships, trains, and planes is an important part of supply chain management. Tracking shipments allows companies to trace products and anticipate disruptions.
Principles of Marketing Chapter #3
The document provides an overview of how companies analyze their marketing environment. It discusses both the microenvironment, which includes factors close to the company like suppliers, marketing intermediaries, customers and competitors. It also discusses the macroenvironment, which includes broader forces like demographic, economic, technological, political and cultural factors. Specifically, it outlines trends in the demographic environment like the aging population and increasing diversity. It also notes major trends in the natural environment like resource shortages and pollution, and in technology like its ability to create new opportunities. Overall the document introduces the key elements of a company's internal and external marketing environment that must be considered for strategic planning.
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This document discusses marketing channels and channel partners. It defines marketing channels as the path a product takes from producer to consumer, often involving intermediaries. Channel partners include wholesalers, retailers, distributors, and agents who perform important functions like storage, transportation, sales, and financing. The document examines different types of channel partners and strategies, including intensive vs selective distribution. It also covers channel conflicts, power dynamics, and how cooperation is achieved among members. Finally, it distinguishes between marketing channels and supply chains, noting the broader entities involved in supply chain management.
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Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
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WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
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1. The document discusses how firms can develop an effective brand positioning in the market by determining their competitive frame of reference, examining competitors' strategies and strengths/weaknesses, and creating a brand mantra.
2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
3. Additionally, it notes that small businesses must emphasize their brand elements and leverage word-of-mouth due to limited resources.
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This document provides an overview of consumer behavior and the development of marketing concepts from a production focus to a customer focus. It discusses key concepts like segmentation, targeting, and positioning. It also addresses the digital revolution's impact on how marketing is conducted and consumer power. Studying consumer behavior is important for developing effective marketing strategies, understanding different customer groups, and creating public policy initiatives.
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This document discusses different types of retailers. It identifies various classifications for retailers including merchandise vs services retailers, and types of ownership structures like single-store, chains, and franchises. It provides examples of major retailers within categories like supermarkets, department stores, drugstores, category specialists, and discusses characteristics of different formats.
Kotler pom13e student_01
This document outlines the key concepts from Chapter 1 of a marketing textbook. It introduces marketing as a process of creating value for customers and building relationships. It discusses understanding customer needs and the marketplace. It also covers designing a customer-driven marketing strategy, preparing an integrated marketing plan, and building customer relationships. The major topics covered include the marketing mix, customer value, satisfaction, segmentation, orientations like the marketing concept, and relationship management.
Schiffman cb10 ppt_01
This document outlines the key topics and objectives covered in Chapter 1 of a consumer behavior textbook. The chapter introduces consumer behavior and discusses how it relates to marketing concepts like segmentation, targeting, and positioning. It also explores how technologies enable more personalized engagement and how economic conditions can impact consumption. The chapter models consumer decision-making and emphasizes developing long-term customer relationships through value, satisfaction and retention.
Chapter-1 Marketing: Creating and Capturing Customer Value
This document provides an overview of key concepts from the first chapter of a marketing textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapter introduces fundamental topics like the marketing mix, customer relationship management, customer lifetime value, and others.
Consumer Behavior Chapter 2
- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
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This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.
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The document discusses motivation and human needs. It covers the types of innate and acquired needs, as well as goals that individuals pursue to fulfill their needs. Several systems of needs are examined, including Maslow's hierarchy of needs and Murray's list of 28 psychogenic needs. The chapter also explores the dynamics of motivation, how motives are aroused, and techniques used to measure human motivation and needs, including qualitative research methods and projective techniques.
Introduction to marketing research
Here are some potential research questions and hypotheses:
Research Questions:
1. What factors contribute to job satisfaction/dissatisfaction among employees?
2. How satisfied are employees with their jobs overall?
3. Which job aspects (pay, supervision, workload etc.) are employees most/least satisfied with?
Hypotheses:
H1: Employees with higher pay will report higher job satisfaction.
H2: Employees who feel their workload is reasonable will report higher job satisfaction.
H3: Employees who rate their supervisor highly will report higher job satisfaction.
H4: Employees in departments with higher productivity will report higher job satisfaction.
H5: Longer tenure employees will report higher job satisfaction
Five Eras of Marketing
This document outlines five eras of marketing: 1) The Production Era from before 1925 focused on producing quality products. 2) The Sales Era from the 1920s-1950s shifted to increasing sales to sell excess production through advertising and persuasion. 3) The Marketing Era from the 1950s-1990s recognized that consumers rule and companies should find and fill consumer needs. 4) The Relationship Era emerging in the 1990s emphasized long-term relationships with customers and partners. 5) The current Social Era since 2000 leverages social media to connect with customers online.
Customer-Value Hierarchy
The document discusses the 5 levels of a product's development: core benefit, basic product, expected product, augmented product, and potential product. It provides examples of how these levels relate to the development of desserts like an apple pie or cupcake. The 5 levels ensure that a product meets customer needs and expectations and can be improved over time. Desserts start with a core ingredient and undergo baking, taste testing, toppings additions, and ideas for future adaptations to satisfy customers at each level.
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The document provides information on starting small scale enterprises in India. It discusses rules and regulations small enterprises must follow, including not polluting the environment, exploiting labor, or cheating customers. It also lists important acts related to small enterprises, such as those governing factories, labor disputes, contracts, wages, and more. The document defines small enterprises and categories within small enterprises, such as tiny industries, export-oriented units, and service businesses. It discusses characteristics, advantages, and the role of small enterprises in economic development, including increasing employment, production, and exports over decades. Finally, it outlines the steps to start a small enterprise, including selecting a project and location, feasibility studies, deciding the business structure, and obtaining necessary approvals
1st Chapter Introduction to Advertising..
The document provides an overview of different types of advertising:
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Chp 11 principle of marketing
This document discusses various pricing strategies and considerations for new and existing products. It covers approaches for pricing new products like market skimming versus market penetration. It also addresses pricing a product mix to maximize profits and ways to adjust prices for different customer segments or situations. Additional topics include initiating price changes, responding to competitors' pricing, and prohibited pricing practices according to public policy.
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complete information about raymonds and park avenue based on retail unit. all the report is collected from retail house survey.
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Introduction to advertising & integrated marketing communication
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The document provides an introduction to the concepts of international marketing. It discusses key learning objectives, including distinguishing international from domestic marketing and understanding various management orientations. International marketing allows companies to take advantage of opportunities in foreign markets. While marketing principles are universal, application varies across countries due to unique customer, competitor, and environmental factors. Successful international marketers adopt a global mindset while locally adapting their marketing mix. The document uses several company examples to illustrate concepts like standardized vs. adapted approaches and thinking globally and acting locally.
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2. Marketing serves important functions for consumers, firms, and society by facilitating exchanges that provide utility and stimulating economic growth.
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MPM-WhitePaper-GavrielShaw
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I. Marketing - Definition
II. Goal of Marketing
III. The Importance of Marketing for the Success of a Business
http://www.superprofesseur.com/296.html
Marketing courses (Business, Management school, Business school, Entrepreneur,Vocational Training, Management, Organinization, Individual, Government...) with www.SuperProfesseur.com
And mobile application of Super Professeur :aideetreussite.superprofesseur.com © Ronald Tintin, Ronning Against Cancer
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The document provides an overview of marketing concepts and their importance. It discusses:
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This document discusses key concepts in marketing from a textbook on the subject. It covers the importance of understanding customer needs and the marketplace. Marketing is defined as a process for creating value for customers and building relationships to capture value in return. A company must understand customer needs, offerings in the market, the concepts of value and satisfaction, exchanges and relationships between businesses and consumers, and how markets function. The ultimate goal is managing customer relationships by attracting new customers and retaining existing ones.
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This document discusses the role of marketing and how it relates to other business units. It defines marketing as managing processes to identify, anticipate, and satisfy customer needs profitably. Marketing involves planning and executing the conception, pricing, promotion, and distribution of products and services. The document outlines how marketing has evolved from production and sales orientations to a customer orientation, and explains how marketing interfaces with other business units like finance, R&D, and purchasing to identify customer needs and satisfy them.
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Slides for intro to marketing for public sector and non profit marketing, the slides are accompanied by a workbook
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Independent schools often underinvest in marketing and admissions, allocating less than 5% of their budget to these areas. Marketing is crucial for attracting students and promoting the school's mission. While schools look to colleges for innovation, they often fail to adopt proven management models like integrated marketing. Effective marketing requires understanding customers, coordinating across departments, and prioritizing the customer experience.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
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Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
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MIT’s Digital Transformation Framework
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
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2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
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9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
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13. The Double Diamond
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19. Microsoft’s Digital Transformation Framework
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To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理
一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Chapter 1: What Is Marketing?
- 1. by Jeff Tanner and Mary Anne Raymondby Jeff Tanner and Mary Anne Raymond Principles of Marketing
- 2. Chapter 1Chapter 1 What Is Marketing?What Is Marketing? ©2010 Flat World Knowledge, Inc.
- 3. This is an introductory course Its purpose is to familiarize students with the role of the marketing organization in the conduct of doing business in today’s global marketplace. ©2010 Flat World Knowledge, Inc. 3
- 4. ©2010 Flat World Knowledge, Inc. 4 Some of the Key QuestionsSome of the Key Questions
- 5. • In this chapter we will establish the importance and basic responsibilities of the marketing function. ©2010 Flat World Knowledge, Inc. 5 Defining MarketingDefining Marketing
- 6. ©2010 Flat World Knowledge, Inc. 6 Marketing is all about VALUEMarketing is all about VALUE
- 7. Value* = benefits received – (price + hassle) * Value is determined by the customer And In recognizing the importance of the customer and value, market oriented companies employ the marketing concept ©2010 Flat World Knowledge, Inc. 7 VALUE DefinedVALUE Defined
- 8. A philosophy ©2010 Flat World Knowledge, Inc. 8 The Marketing ConceptThe Marketing Concept
- 9. ©2010 Flat World Knowledge, Inc. A marketing responsibility This bundle is the offering Getting it right is… 9 Creating Offerings that Have ValueCreating Offerings that Have Value
- 10. ©2010 Flat World Knowledge, Inc. Many forms of communication may be used Describing the offering and its value for the user outgoing 10 Communicating OfferingsCommunicating Offerings
- 11. Incoming ©2010 Flat World Knowledge, Inc. 11 Listening to CustomersListening to Customers
- 12. ©2010 Flat World Knowledge, Inc. Supply chain Information flows both ways Rawmaterialand componentsuppliers 12 Delivering Consumer OfferingsDelivering Consumer Offerings
- 13. ©2010 Flat World Knowledge, Inc. Sometimes for cash Could be a credit card 13 Exchanging OfferingsExchanging Offerings
- 14. ©2010 Flat World Knowledge, Inc. The focus has changed from the 4Ps to value 14 Key TakeawaysKey Takeaways
- 15. ©2010 Flat World Knowledge, Inc. 15 But we will focus on Organizations For profit companies • Wal-Mart • P&G • Local businesses Non-profits • charities • schools • hospitals • governments Who Does Marketing?Who Does Marketing?
- 16. ©2010 Flat World Knowledge, Inc. 16 Completing this course will help you to more effectively Marketing YouMarketing You
- 17. ©2010 Flat World Knowledge, Inc. 17 Marketing is an enabler • delivers value • benefits society • provides career opportunities Marketing research Merchandising Sales Advertising Product development Direct marketing Event marketing Marketing is the only organizational function that creates revenue! A growing number of CEOs are people with marketing backgrounds Why Study Marketing?Why Study Marketing?
- 18. ©2010 Flat World Knowledge, Inc. 18 Marketing activities must interact with other functions and staff Staff • legal • inv. rel. Marketing’s RoleMarketing’s Role
- 19. ©2010 Flat World Knowledge, Inc. 19 Most companies have mission statements that emphasize: Values Customers Motivation of employees Corporate planning uses this mission statement as the framework in developing the corporate strategy. The marketing plan, as part of the corporate plan, articulates the strategy for creating, communicating, and delivering an exchange of value. The Marketing PlanThe Marketing Plan
- 20. ©2010 Flat World Knowledge, Inc. 20 Developing the Marketing PlanDeveloping the Marketing Plan
- 21. ©2010 Flat World Knowledge, Inc. 21 The Marketing Environment Is ChangingThe Marketing Environment Is Changing
- 22. ©2010 Flat World Knowledge, Inc. 22 Marketing is a process of: Finding customer needs and wants — filling the needs and wants with products that have value — communicating and delivering these products to customers Planning and implementing the marketing strategy to accomplish the above — in concert with other organizational entities — while returning reasonable profits Marketing activities are evolving in response to — global trade and competition issues — customer concerns about ethics, sustainability, and social responsibilities Marketing offers many varied career opportunities — marketing ourselves can have personal benefits Chapter SummaryChapter Summary