MAR 3023 - Lectures - CH 1 - An Overview of Marketing - student

MAR 3023 - Lectures - CH 1 - An Overview of Marketing - student

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1 An Overview of An Overview of Marketing Marketing
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Learning Objectives Learning Objectives 1. Define the term marketing 2. Describe four marketing management philosophies 3. Discuss the differences between sales and market orientations 4. Describe several reasons for studying marketing
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What is Marketing? What is Marketing? A Philosophy An Attitude A Management Orientation A Set of Activities, including: Products Promotion
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What Is Marketing? What Is Marketing? American Marketing Association Definition Marketing is 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.
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Marketing Marketing Product Price Place Promotion Exchange Exchange A B A B value value value Customer value and beneficial relationships
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The Concept of Exchange The Concept of Exchange The idea that people give up something to receive something they would rather have.
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The Concept of Exchange The Concept of Exchange Necessary Conditions for Exchange At Least Two Parties Communication and Delivery Desire to Deal With Other Party
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Exchange may not take place even if conditions are met Marketing occurs even if exchange does not take place The Concept of Exchange The Concept of Exchange
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Learning Objective Learning Objective Describe four marketing management philosophies
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Competing Competing Philosophies Philosophies Sales Market Marketing Management Marketing Management Philosophies Philosophies
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Orientati on Key Ideas Production Market Focus on internal capabilities of the firm
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This note was uploaded on 10/06/2008 for the course MAR 3023 taught by Professor Bagwhandee during the Spring '08 term at University of Central Florida.

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MAR 3023 - Lectures - CH 1 - An Overview of Marketing - student

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