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Ch01_NE - An Overview of Marketing Chapter 1 Prepared by...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  An Overview of Marketing Chapter 1
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2 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Define the term marketing 2. Describe four marketing management  philosophies 3. Discuss the differences between sales  and market orientations 4. Describe the marketing process 5. Describe several reasons for studying  marketing
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3 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  What is Marketing? Personal Selling Advertising Making products available in stores Maintaining inventories All of  the above, plus much more!
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4 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  What is Marketing? A Philosophy An Attitude   A Perspective A Management  Orientation A Set of Activities,  including: Products Pricing  Promotion Distribution Clodhoppers
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5 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  What is Marketing? American Marketing Association Definition Marketing  is the process of planning and  executing the conception, pricing, promotion,  and distribution of ideas, goods, and services   to create exchanges  that satisfy individual and  organizational goals. American Marketing Association
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6 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  The Concept of Exchange The idea that people give up  something to receive  something they would rather  have. Courtesy of the Nelson RF Collection
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7 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  The Concept of Exchange Necessary  Conditions  for Exchange At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal With Other Party
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8 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved 
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