Chapter_01 - (week one) LearningObjectives 1. Define...

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    (week one)
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2 Learning Objectives 1. Define marketing and outline the concepts of needs, wants and demands. 2. Discuss marketing management . 3. Distinguish between the concepts of: Production Product Selling Marketing Societal Marketing 4. Analyse the key marketing challenges of this century including: Non-Profit Marketing Rapid Globalisation Changing World Economy Ethical Behaviour New Marketing Landscape
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What Is Marketing? A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others The delivery of customer satisfaction and value at a profit It’s all around you
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4 The Centrality of Marketing “Marketing is so basic that it can not be considered a separate function. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view …
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5 You see the tip of an iceberg Advertising and selling There are also many marketing functions below the surface
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Consumer (goods) marketing Major areas of  marketing focus Relationships And Customer Retention Industrial marketing 1950’s 1960’s 1970’s 1980’s 1990’s Services marketing Customer Satisfaction, Global  Marketing, Direct Marketing Online one-to-one  marketing 2000’s Development of Marketing Science
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Core Marketing Concepts Products Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts Value, satisfaction, and quality
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This note was uploaded on 04/20/2010 for the course MKTG 1001 taught by Professor ? during the One '09 term at University of Sydney.

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Chapter_01 - (week one) LearningObjectives 1. Define...

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