MSCHAPTER1.pptx - CHAPTER 1 MARKETING IN TODAYS BUSINESS...

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CHAPTER 1: MARKETING IN TODAY’S BUSINESS MILIEU 1-1
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Welcome to Marketing Management Marketing is relevant to everyone across all business functions. Marketing your “personal brand” helps you land a job or promotion. 1-2
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Marketing Facts The most successful marketer I know. 1. Marketing is all about advertising. 2. Marketing is all about selling. 3. Marketing is all about the sizzle. 4. Marketing is inherently unethical and harmful to society. 5. Only marketers market. 6. Marketing is just another cost center in a firm. 1-3
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More Marketing Facts Catchy and entertaining advertisements Pushy salespeople Spam to your e-mail or smartphone Famous brands and their celebrity spokespeople Product claims that turn out to be overstated or just plain false Marketing departments “own” marketing initiative 1-4
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DEFINING MARKETING “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.” American Marketing Association, 2007 1-5
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Marketing’s Roots and Evolution Pre-Industrial Revolution Pre-Industrial Revolution Focus on Production and Products
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