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1. Introduction - Two Major Channel Functions •...

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    CHAPTER 1 INTRODUCTION
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    INTRODUCTION Marketing Markets Intermediary Channels Environmental Forces Marketing Mix
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    MARKETING Marketing is defined as the  negotiated exchange between  buyers and sellers that satisfies  the wants and needs of both  parties.
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    NEGOTIATED EXCHANGE Original          Intermediaries Final    Seller Buyer 
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    MARKETS Markets are defined as a group  of buyers with the ability to buy  and willingness to buy.
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    INTERMEDIARY CHANNELS Intermediary channels are channels between the  original seller and the final buyer  Seller                   Intermediary                   Buyer
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Unformatted text preview: Two Major Channel Functions • Transactional functions • Logistical functions ENVIRONMENTAL FORCES Environmental forces are uncontrollable external forces that influence strategy in terms of opportunities and threats Major Environmental Forces • Demographics • Economics • Political • Cultural • Disasters MARKETING MIX The marketing mix is defined as the controllable marketing decision variables. Product/Service Pricing Place (distribution) Promotion...
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