Exam I review

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

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 3

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

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online