2-Overview of Marketing-5

2-Overview of Marketing-5 - MKT 301 Professor Jun(Jack Xu...

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1 Principles of Marketing An Overview MKT 301 Professor Jun (Jack) Xu
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2 Marketing Matters What’s Marketing How to Conduct Marketing Evolution of Marketing Today’s Agenda
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3 Marketing Matters Tell me what is Marketing in your mind Ad Brand Computer? Technology? Computer Industry: IBM vs. Microsoft Home Videotaping Industry: Betamax (Sony) vs. VHS (JVC)
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Definition of Marketing Our Textbook: Marketing is the activities for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large. AMA (2004) An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders. Some Other Definitions: The purpose of a business is to create and retain customers. Marketing is the profitable creation of customer
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This document was uploaded on 10/26/2011 for the course MKT 301 at DePaul.

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2-Overview of Marketing-5 - MKT 301 Professor Jun(Jack Xu...

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