10.13.10 - 10.13.10 Marketing: Helping Buyers buy What is...

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10.13.10 Marketing: Helping Buyers buy - What is Marketing? Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large The Evolution of Marketing The Production Era (1800s-1920s) Focused on products Little marketing The Selling Era (1920s-1950s) The Marketing Concept Era (1950s-1990s) Three-part business philosophy: Customer orientation – find out what the consumers what and provide it for them Service orientation – make sure everyone in the organization has the same objective: customer satisfaction Profit orientation – focus on those goods and services that will earn the most profit and enable the organization to survive and expand to serve more consumer wants and needs The Customer Relationship Era (1990s-Today) Customer relationship management (CRM) – process of learning as much as possible about customers and doing everything you can to satisfy them with goods and services Nonprofit Organizations and Marketing - The Marketing Mix Ingredients that go into a marketing program: product, price, place, promotion Applying the Marketing Process (pg 352 => chart)
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10.13.10 - 10.13.10 Marketing: Helping Buyers buy What is...

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