S12%20MKTG%203104%201.%20Introduction%20outline%20pdf

S12%20MKTG%203104%201.%20Introduction%20outline%20pdf -...

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1/17/2012 1 Marketing Management CLASS OBJECTIVES 1. Course Overview People Purpose Structure and Policies 2. Introduce some marketing ideas Key concepts Major themes of the course INSTRUCTORS Professor Dr. Klein Graduate Assistants Julie Sablik Erin Mahony COURSE PURPOSE Teach you the fundamentals of marketing and its role in both organizations and society Why learn this?
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1/17/2012 2 MARKET People with the desire and ability to buy a specific product. PRODUCT A good, service, or idea that satisfies the customer’s needs. WHAT IS YOUR ROLE RIGHT NOW? (IN MARKETING TERMS) IN MARKETING TERMS As a VT customer, you are buying a service. SERVICE: Intangible activities or benefits that an organization provides in exchange for money or something of value.
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1/17/2012 3 IN MARKETING TERMS Co produced service : the consumer works with the seller to create the service experience In a co produced service, customers influence… Service quality in education depends on customer… Cooperation Participation Support for each other What is Marketing? Marketing is the activity for creating, delivering, communicating, and exchanging offerings that benefit the organization, its stakeholders, and society at large.
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