evansbermanchapter01-091117013339-phpapp02

evansbermanchapter01-091117013339-phpapp02 - Chapter1:...

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Copyright Atomic Dog Publishing, 2007 Chapter 1: “Marketing Today” Marketing, 10e: Marketing in the 21st Century
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Copyright Atomic Dog Publishing, 2007 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
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Copyright Atomic Dog Publishing, 2007 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
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Copyright Atomic Dog Publishing, 2007 Marketing Definition Marketing Marketing  is the Anticipation, Management and  Satisfaction of Demand through the Exchange  Process .
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Copyright Atomic Dog Publishing, 2007 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
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Copyright Atomic Dog Publishing, 2007 Definition of Marketing S atisfaction of Demand involves product  availability, product performance, perceptions of  safety,   after-sale services. An 
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This note was uploaded on 04/06/2012 for the course ECONOMICS 200 taught by Professor Lu during the Spring '12 term at Miami University.

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evansbermanchapter01-091117013339-phpapp02 - Chapter1:...

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