Chapter 1 - An Overview of Marketing Marketing CHAPTER 1 1...

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Chapter 1 1 Marketing 1 CHAPTER An Overview of Marketing
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Chapter 1 2 Learning Outcomes Define the term marketing Describe four marketing management philosophies Discuss the differences between sales and market orientations Describe several reasons for studying marketing LO LO LO LO
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Chapter 1 3 Define the term marketing What Is Marketing? What Is Marketing? LO
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Chapter 1 4 What Is Marketing? Stresses Customer Satisfaction A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities… Products Distribution Promotion Pricing
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Chapter 1 5 Marketing is 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. What Is Marketing? American Marketing Association Definition
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Chapter 1 6 What Is Marketing? Greater effort Higher quality Repeat business Growth and profits Stockholder satisfaction More investment Employee satisfaction
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Chapter 1 7 Exchange Exchange Chapter PHOTO Here People giving up something to receive something they would rather have.
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Chapter 1 8 Exchange LO At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal with Other Party Conditions for Exchange
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Chapter 1 9 Exchange Exchange may not take place even if conditions are met An agreement must be reached Marketing occurs even if exchange does not take place LO
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Chapter 1 10 REVIEW LEARNING OUTCOME LO Product Price Place Promotion Exchange Exchange A B A B Delivering Value Communicating Value Creating Value Customer value and beneficial relationships
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Chapter 1 11 Describe four marketing management philosophies Marketing Management Marketing Management Philosophies Philosophies LO
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This note was uploaded on 05/03/2010 for the course MKTG 201020 taught by Professor J.j during the Spring '10 term at Northeastern.

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Chapter 1 - An Overview of Marketing Marketing CHAPTER 1 1...

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