Chapter One - Marketing 350 Fall 2010 Chapter One:...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter One: Introduction
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Chapter 1 Introduction Ø “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings …” - American Marketing Association (10/2007)
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Chapter 1 Introduction Definition includes the marketing mix:
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Chapter 1 Introduction Ø Overall purpose of marketing is: to facilitate exchange (s) between customers and marketing organizations. Ø Conditions for exchange 1. 2.
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Successful marketers are able to satisfy and keep their profitable customers by …
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Marketing Principles Ø Customer Orientation Ø Competitor Orientation Ø Marketing Mix: » Distribution » Promotion
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Marketing Principles (cont.) » Product » Price Ø Market Segmentation Ø Marketing Mix: (cont.)
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Background Assumptions Ø Consumer, B2B, not-for-profit Ø Identify market opportunities and … Ø Customer orientation should …
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Background Assumptions (cont.) Ø Emphasis upon building and maintaining » Providing value in a unique way » Providing value at lower price
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The Marketing Concept The Marketing Concept is a philosophy: Ø to be …; to stress …; and to ….
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Executing a Marketing Philosophy 1. Create customer focus …. 2. Listen to the customer. 3. Define and nurture …. 4. Target customers ….
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Philosophy (cont.) 5. Manage for profitability, not …. 6.
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Chapter One - Marketing 350 Fall 2010 Chapter One:...

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