Putting It Together.docx - Putting It Together: Marketing...

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Putting It Together: MarketingFunctionSynthesisOn February 1, 2015, a notable event occurred in the history of television: Morethan 114 million people watched a football game on TV, making it the mostwatched television program in US history. Are there really 114.5 million footballfans in the United States? Probably not. Why did so many people watch theSuper Bowl? The commercials!Advertisers paid $4.5 million for 30 seconds of commercial airtime. That worksout to $150,000 per second. What were those companies doing when theymade the decision to spend so much money? Marketing!This is, of course, an extreme example, but if you look around, you’ll find thatcompanies’ marketing efforts are everywhere. Why do you shop where youshop? Are you a Coke or a Pepsi drinker? Do you purchase items only when theyare on sale? Is your keychain (real or virtual) full of customer-loyalty cards?Marketing efforts are at work practically every time a customer perceives the

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