Chapter 1 - Day 1 and 2 - student

Chapter 1 - Day 1 and 2 - student - CHAPTER 1 Learning...

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LO  1  Define the term  marketing LO  2  Describe four marketing management philosophies LO  3  Discuss the differences between sales and market      orientations LO  4  Describe several reasons for studying marketing Learning Outcomes CHAPTER 1
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Business Strategy Marketing Strategy Product Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Target Market Strategy Implementation Evaluation Control Promotion Functional Strategy “Four P’s ” Marketing tactics Corporate Strategy deals with how a firm will be defined and s ets general goals
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Marketing…   Two Facets: 1. A philosophy, an attitude, a perspective, or a  management orientation that stresses  customer satisfaction. 2. An organizational activity, set of institutions,  and processes. 
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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. What Is Marketing? American Marketing Association Definition www.marketingpower.com 
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What Is Marketing? Marketing entails processes that focus  on delivering value and benefits to  customers, not just selling goods and  services. 
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Exchange At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal with Other Party Conditions for Exchange One desired  outcome of  marketing
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Exchange Exchange may not take place even if conditions are met. An agreement must be reached. Marketing occurs even if exchange does not take place.
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Market Societal Production internal capabilities of the firm satisfying customer needs and wants while
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This note was uploaded on 02/12/2012 for the course SCM 301 taught by Professor Montabon during the Spring '11 term at Iowa State.

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Chapter 1 - Day 1 and 2 - student - CHAPTER 1 Learning...

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