3023%2001%20-%20Class%20Notes%20-%20Marketing%20as%20Exchange

3023%2001%20-%20Class%20Notes%20-%20Marketing%20as%20Exchange

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'2008 Anthony D. Miyazaki Class notes from January 10, 200 8 Marketing as Exchange conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.± American Marketing Association (1988) ..process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.± Kotler ² Armstrong (2003, Marketing ) Definition covered in class: The goal of marketing: To create and maintain perceived mutually beneficial exchange relationships between the target organization and its various customers. What types of entities can be marketed (exchanged)? -goods (consumer products, business supplies, durable goods, etc.) -services (consulting, hair cuts, photography services, etc.) -information (nonfiction books, websites, schools, academic programs)
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This note was uploaded on 04/07/2008 for the course MAR 3023 taught by Professor Any during the Spring '08 term at FIU.

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3023%2001%20-%20Class%20Notes%20-%20Marketing%20as%20Exchange

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