Part02=Concept Review

Part02=Concept Review - Lecture Part 2 Review: Basic...

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Lecture Part 2 Review: Basic Concepts I. Basic Concepts A. Marketing Defined (Kotler) “. ..activity directed at satisfying needs and wants though the _______ ____________________ process” B. Marketing Management (AMA definition) The analyzing, organizing, planning and controlling of the firm’s ____________________ impinging resources and activities to satisfy customers and to respond to opportunities in ways that meet organizational goals. C. The “four P’s” of the Marketing ____________________ P____________________ P____________________ P____________________ P____________________ D. The Marketing Concept 1. Evolution: Product orientation => Sales orientation => Consumer orientation 2. The Concept: a. ____________________ ORIENTATION Pontiac Aztec – What happens when consumer orientation is lacking! b. Integrated efforts c. Sales at a PROFIT
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“Curves” for women – good example of consumer orientation and market segmentation 3. Why is it difficult to be consumer oriented? 4,
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Part02=Concept Review - Lecture Part 2 Review: Basic...

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