Ch1 Notes - Chapter1Objectives

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  Chapter 1 Objectives Chapter 1 Objectives Describe the purpose of marketing Explain the concept of exchange Apply the marketing concept to real- world business situations Compare and contrast the different  marketing management philosophies Explain and examine the different facets  of the market orientation construct Summarize the role of marketing in  business
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  Marketing   is an organizational  function and a collection of processes  designed to plan for,  create, communicate,  and deliver value  to customers and to build  effective customer relationships in ways  that benefit the organization and its  stakeholders.
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  Marketing is all about... Marketing is all about... Creating exchanges Identity    Connections    .      Relationships   .      Solving customer  problems .  
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  Marketing creates  Marketing creates  exchanges… exchanges… Product Pric e Place Pro motion Exchange Exchange A B A B Delivering Value Communicating Value Creating Value
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  The Concept of Exchange The Concept of Exchange Necessary Conditions for Exchange Necessary Conditions for Exchange At Least Two Parties At Least Two Parties
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