Chapter 13 - Chapter 13 THE MARKETING PROCESS Oxford...

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Chapter 11: Strategic Leadership Chapter 13 © Oxford University Press Southern Africa, 2008. All rights reserved. THE MARKETING PROCESS
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Chapter 11: Strategic Leadership Chapter Content Opening case: C alculating the risks in making investment decisions Introduction Evolution of marketing thought Defining marketing The components of the marketing process Market research Consumer behaviour Market segmentation Target market selection and positioning © Oxford University Press Southern Africa, 2008. All rights reserved.
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Chapter 11: Strategic Leadership EVOLUTION OF MARKETING THOUGHT Operation oriented management Sales oriented management Marketing oriented management Consumer oriented management The strategic approach to marketing Relationship marketing
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Chapter 11: Strategic Leadership DEFINING MARKETING Marketing consists of management tasks and decisions directed at successfully meeting opportunities and threats in a dynamic environment, by effectively developing and transferring a need-satisfying market offering to consumers, in such a way that the objectives of the business, the consumer and society will be achieved.
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Chapter 11: Strategic Leadership Key words in the definition of marketing
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Chapter 11: Strategic Leadership COMPONENTS OF THE MARKETING PROCESS
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Chapter 11: Strategic Leadership MARKET RESEARCH …can be defined as the systematic gathering, analysis and interpretation of information about
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This note was uploaded on 03/22/2011 for the course MNB 101D taught by Professor Unknown during the Spring '09 term at University of South Africa.

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Chapter 13 - Chapter 13 THE MARKETING PROCESS Oxford...

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