Exam I review

Exam I review - Exam I Review Chap. I What is marketing?...

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Exam I Review Chap. I What is marketing? From text: Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client. Some keys to the text definition: Marketing should start with customer needs Marketing has to work with other parts of the organization Marketing involves exchanges Need to build relationships with customers Describes micro-marketing From AMA: An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Some keys to the AMA definition: And organizational function. The deliverable now is about value. Also, managing relationships now gains importance in the definition. Nothing about exchanges (transactional) now relationships.
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This note was uploaded on 02/26/2008 for the course MKTG 2300 taught by Professor Moody during the Spring '08 term at Colorado.

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Exam I review - Exam I Review Chap. I What is marketing?...

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