Marketing notes.docx - Marketing notes OCC Chapter 1...

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Marketing notes OCC Chapter 1: Marketing: 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. Has two facets: -Philosophy-attitude/perspective/management orientation-stressing customer satisfaction -Org function and set of processes implementing philosophy Exchange: People giving up, something to receive something else they’d rather have Conditions for an exchange: - At least two parties must be involved - Something of value must be present - Parties are capable of communication and delivery - Each party is free to accept or reject the offer - Desire to deal with the other party exists Four competing philosophies strongly influence an organizations marketing processes - Production orientation - Sales orientation - Market orientation - Societal marketing orientation Sales Orientation: Belief that people will buy more goods and services if aggressive sales techniques are used and high sales result in high profit Marketing concept: Social and economic justification for org’s existence is satisfaction of customer wants and needs while meeting organizational objectives -
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  • Summer '14
  • Awad
  • Marketing, Sales, Customer relationship management, Delegation of authority, A.G. Laffey

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