Marketing - An organizational function and a set of...

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An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders The trade of things of value between buyer and seller so that each is better off after the trade Consists of people with both the desire and ability to buy a specific product Consists of one or more specific groups of potential customers toward which an organization directs its marketing program Consists of the marketing managers’ controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem The uncontrollable factors involving social, economic, technological, competitive, and regulatory forces A statement of the organization’s scope, often identifying its customers, markets, products, technology, and values A set of values, ideas, and attitudes that is learned and shared among the members of an organization The ratio of sales revenue of all firms in the industry, including the firm itself
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Marketing - An organizational function and a set of...

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