1 - Marketing Two Spring2011 Lecture One Page 1 Noha...

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Noha El-Bassiouny Page 1 Marketing Two Spring’ 2011 Lecture One
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Noha El-Bassiouny Page 2 Lecture Outline :. .: Outline 1. Who am I? 1. Biography 2. Website ( www.ethicsbasedmarketing.net ) 3. The American MRKT Association’s Code of Ethics (online on E -BM) 2. What are you doing here? 1. What is MRKT? 2. Why MRKT? 3. How is MRKT like in the Millennium? 4. Careers in MRKT 3. The Energy Exercise… OR A Pop Quiz!. .. 4. What are we going to do together? 1. Course Rules 2. Course Outline/Time plan 3. Lectures are based on several books and readings (see outline) 5. The Material for today 1. Course Overview 2. Course Outline
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Noha El-Bassiouny Page 3 Lecture One “The Integrated Marketing Concept (IMC) enjoins marketers to integrate the various aspects of marketing in a strategic manner that provides the greatest value to those they target while making allowance for the conditions within which they operate” (Brenkert, 2008: 53) What is MRKT? - HANDOUT
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Noha El-Bassiouny Page 4 What is MRKT? - The Evolution of the MRKT Philosophy : - Production: Mass production - Product: Quality - Selling Concept: Sales - Marketing Concept: Customer needs - Societal Marketing Concept: Long-term societal welfare - Integrated Marketing Concept: “How can (marketers) best design a set of activities that recognizes their competencies , resources, and resource needs , respects relevant values and norms, while providing the greatest value to customers ?” (Brenkert, 2008: 53 )… By this definition, an ethical choice might not be the most profitable. Brenkert (2008)
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Page 5 Why MRKT? - The Business Concept of Marketing - AMA definition “the performance of business activities that direct the flow of goods and services from producer to consumer or user”… (cited in Brenkert 2008: 9) - Too narrow: - 1) It does not take into consideration all areas of marketing TODAY. - 2) There is a strong legal and moral dimension to marketing which transcends pure business. - The Generic Concept of Marketing - Therefore, marketing should be seen as “the application of marketing functions or techniques for both economic and social, business and non- business processes” (Bartels, 1974 cited in Brenkert, 2008: 10 )… - Marketing involves an exchange of ??? Values/products/services/ideas/social norms… It’s the “science of
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This note was uploaded on 04/08/2011 for the course MGMT 401 taught by Professor Mohamed during the Spring '11 term at Manor.

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1 - Marketing Two Spring2011 Lecture One Page 1 Noha...

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