MCS*3620 September 10, 2019 IMC D EFINED Discussion Questions 1. How would you respond to, “what is marketing,” if asked the question from a taxicab driver? 2. In the subsequent PowerPoint slides, various definitions of “marketing” are provided. Which definition do you prefer? What is the basis of you preferred definition? 3. In the subsequent PowerPoint slides, various definitions of “IMC” are provided. Which definitions do you prefer? What is the basis of your preferred definition? 4. What are the major factors that have encouraged or prompted IMC practices? AMA’ S 1936 D EFINITION AND R EVISION IN 1960 OF “M ARKETING ” - Marketing is “those business activities involved in the flow of goods and services from production to consumption” (1937) o Focuses on production orientation, build it and they will come. The marketing concept is not apparent in these definition – doesn’t consider the consumers. - “The performance of business activities that direct the flow of goods and services from producers to consumers” (1960) - The difference is the second definition considers the performance, which represents how they begin to understand the marketing research objectives and achieving those objectives. K OTLER AND Z ALTMAN (1971) OFFER A “ MARKETING MANAGEMENT DEFINITION ” - “marketing management is the analysis, planning, implementation, and control of programs designed to bring about desired exchanges with target audiences for the purpose for personal and mutual gain. It relies heavily on the adaptation and coordination of product, price, promotion, and place for achieving effective response” o At this time the marketing was expanding with a series of articles where they tried to expend the notion of what marketing was. They tried to say that governments, non-profit can use the advantages of marketing. o They began to consider consumer behaviour in marketing and introduced the Marketing Mix, by identifying the 4P’s however the 4P’s can be expanded to include people. o We do not see the topic of relationship vet however they begin to introduce exchange.
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- Marketing, IMC PRACTICES