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CHAPTER 1 Marketing: The Art and Science of Satisfying Customers Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: www.dave.skogstrom@minneapolis.edu .
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CHAPTER 1 Marketing: The Art and Science of Satisfying Customers Hi, and welcome to the slide presentations for Principles of Marketing. There is a set of slides for each of the eleven chapters that we will cover. These slides that you’re viewing here are the slides that I usually use when conducting a face to face class session. If all 45 of us were all together in a traditional classroom, we’d go through each of these sets of slides one at a time and have a discussion and answer questions about nearly all of these topics presented here. In our course, we obviously won’t get to do that, at least the online section won’t. The blended section will meet roughly every other week to have some discussions of all of this, but not much. Since we can’t talk about this all together, it’s important for you to go though all of the slides and imagine how a class discussion might go. And then if you do have questions, comments, or would like to discuss some of these topics, please post your question or comment in the chapter discussion topic for this chapter. I won’t ignore you, and neither will your classmates. Best wishes for a great semester.
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Chapter Objectives Marketing: The Art and Science  of Satisfying Customers CHAPTER    1 1 2 3 4 5 6 7 8 9 Define  marketing,  explain how it creates  utility, and describe its  role in the marketplace. Contrast marketing  activities during the four  eras in the history of  marketing. Explain the importance  of avoiding marketing  myopia. Describe the  characteristics of not- for-profit marketing. Identify and briefly  explain each of the  three types of  nontraditional  marketing. Outline the importance  of creativity, critical  thinking, and the  technology revolution in  marketing. Explain the shift from  transaction-based  marketing to  relationship marketing. Identify the universal  functions of marketing. Demonstrate the  relationship between  ethical business  practices, social  responsibility, and  marketplace success.
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CHAPTER 1 Marketing: The Art and Science of Satisfying Customers WHAT IS MARKETING?   • Production and marketing together create utility. Utility The want-satisfying power of a good or service.
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CHAPTER 1 Marketing: The Art and Science of Satisfying Customers • Organizations create customers by: • Identifying needs in the marketplace. • Finding out which needs the organization can profitably serve.
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This note was uploaded on 11/26/2011 for the course BUSN 1142 taught by Professor Skogstrom during the Fall '10 term at MCTC.

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Chapter 1 - CHAPTER 1...

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