Chapter 1 - MKTG 3.0 Chapter 1 An Overview of Marketing...

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Unformatted text preview: MKTG 3.0 Chapter 1 An Overview of Marketing Aug. 30, 2010 “Marketing is too important to be left only to the marketing department.” - David Packard What Is Marketing? Customer Satisfaction A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities… Products Distribution Promotion Pricing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchang ing offerings that have value for customers, clients, partners, and society at large.- as of October 25, 2007 What Is Marketing? American Marketing Association Definition Exchange “one DESIRED Outcome of marketing” People giving up something to receive something they would rather have. 12/24/10 Exchange At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal with Other Party Conditions for Exchange 12/24/10 Exchange • Exchange may not take place even if conditions are met (the conditions are necessary not sufficient): examples?...
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This note was uploaded on 12/24/2010 for the course MKT 3013 taught by Professor Tharp during the Fall '08 term at The University of Texas at San Antonio- San Antonio.

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Chapter 1 - MKTG 3.0 Chapter 1 An Overview of Marketing...

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