MARKETING
MARKETING
Learning objectives Syllabus Definition of Marketing Marketing Management Philosophies Principles of Value Driven Marketing
Learning Objectives Syllabus Definition of Marketing Marketing Management Philosophies Principles of Value Driven Marketing
Marketing defined Marketing is the process of planning and executing the conception, pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives(AMA 1985)
Marketing defined: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives (AMA 1985)
Definition emphasizes exchange: A process in which people give up something in order to receive something that they would rather have Food Mc Donald's Consumers Education University Students Charity Donors Donations
Definition emphasizes exchange: A process in which people give up something in order to receive something that they would rather have Food Education Donations McDonald’s Consumers University Students Charity Donors ?
Definition implicitly recognizes two types of Customers Organizational buyers--people who purchase goods/services for businesses, government agencies and other institutions Consumers--people who purchase goods services for their own use or for gifts to others
Definition implicitly recognizes two types of Customers Organizational buyers--people who purchase goods/services for businesses, government agencies and other institutions Consumers--people who purchase goods & services for their own use or for gifts to others