CH-1 PPT - Chapter 1 Overview of Marketing Professor...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
© 2011 Robert H. Smith School of Business University of Maryland Chapter 1 Overview of Marketing Professor Whitney Fall 2011
Background image of page 1

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

View Full DocumentRight Arrow Icon
© 2011 Robert H. Smith School of Business University of Maryland American Marketing Association’s Definition The activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers/clients/partners/society. All activities to acquire and retain customers Best if not just left to the marketing department. Many touch points impact satisfaction. Exchange something of value Activities and processes are both an art and a science
Background image of page 2
© 2011 Robert H. Smith School of Business University of Maryland What is Marketed? Goods Services Events People (Celebrities, Politicians, CEOS, Athletes, etc) Places (cities, countries) Properties Organizations Ideas
Background image of page 3

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

View Full DocumentRight Arrow Icon
© 2011 Robert H. Smith School of Business University of Maryland Sales Market Societal Production Focuses on internal capabilities of the firm. “If we build it, they will come” Common in less developed countries. Focuses on satisfying customer needs and wants while meeting objectives. “Market Orientation” Focuses on satisfying customer needs and wants while enhancing individual and societal well-being Assumes customers will only buy if aggressive sales techniques are used. Orientation Focus is on… Four Marketing Management Philosophies
Background image of page 4
© 2011 Robert H. Smith School of Business University of Maryland Needs are basic human requirements: Transportation Wants are desires that are often shaped by society:
Background image of page 5

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

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/01/2012 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

Page1 / 14

CH-1 PPT - Chapter 1 Overview of Marketing Professor...

This preview shows document pages 1 - 6. Sign up to view the full document.

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