EvansBerman_Chapter_01

EvansBerman_Chapter_01 - Chapter 1: "Marketing...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Copyright Atomic Dog Publishing, 2005 Chapter 1: “Marketing Today” Marketing, 9e: Marketing in the 21st Century
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2005 Chapter Objectives To illustrate the exciting, dynamic, and influential nature of  marketing To define marketing and trace its evolution with emphasis  on the marketing concept, a marketing philosophy,  customer service, and customer satisfaction and  relationship marketing To show the importance of marketing as field of study To describe the basic functions of marketing and those that  perform these functions.
Background image of page 2
Copyright Atomic Dog Publishing, 2005 Text   Overview All marketing efforts   are directed to the  consumer Environmental  analysis   Product Price Distribution Promotion  Environmental Marketing Research TOTAL TOTAL MARKETING MARKETING EFFORT EFFORT Marketing Management Product Planning Broadening the Scope of Marketing Consumer Analysis Promotion Planning Distribution Planning Price Planning
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2005 Marketing Definition Marketing  is the Anticipation, Management and  Satisfaction of Demand through the Exchange  Process .
Background image of page 4
Copyright Atomic Dog Publishing, 2005 Mnemonic: Definition of Marketing A       M               S              exchange process S F R
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2005 Definition of Marketing A nticipation of Demand requires a firm to do consumer research  in anticipation of market’s potential and consumers’ desires. M anagement of Demand includes:  S timulation: motivates consumers to want firm’s offerings     F acilitation: makes it easy to buy offerings R egulation: involves balancing inventory to consumer  demand
Background image of page 6
Copyright Atomic Dog Publishing, 2005 Definition of Marketing S atisfaction of Demand involves product availability,  product performance, perceptions of safety,   after- sale services. An 
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 25

EvansBerman_Chapter_01 - Chapter 1: "Marketing...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online