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  • Chapter 01

    Încărcat de

    Tapan Patel
    13 vizualizări17 pagini
    Of marketing Chapter The Nature of Marketing objectives 1. Define marketing and describe its primary nature. 2. Show how marketing bridges the gap between producer and consumer. 3. Outline the functions of marketing. 4. Demonstrate the scope of marketing. 6. Position marketing as one of the basic business functions.

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    Of marketing Chapter The Nature of Marketing objectives 1. Define marketing and describe its primary nature. 2. Show how marketing bridges the gap between producer and consumer. 3. Outline the functions of marketing. 4. Demonstrate the scope of marketing. 6. Position marketing as one of the basic business functions.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPS, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    13 vizualizări17 pagini

    Chapter 01

    Încărcat de

    Tapan Patel
    Of marketing Chapter The Nature of Marketing objectives 1. Define marketing and describe its primary nature. 2. Show how marketing bridges the gap between producer and consumer. 3. Outline the functions of marketing. 4. Demonstrate the scope of marketing. 6. Position marketing as one of the basic business functions.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPS, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 17

    of

    MARKETING

    Chapter

    The Nature of Marketing

    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Objectives
    1. Define marketing and describe its primary nature. 2. Show how marketing bridges the gap between producer and consumer. 3. Outline the functions of marketing. 4. Demonstrate the scope of marketing. 5. Contrast activities in each of the three orientations of business in the marketing domain. 6. Position marketing as one of the basic business functions.
    1-1
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    The Purpose of Business


    To create a CUSTOMER

    1-2
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    The Marketing Functions



    1-3
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    Buying Selling Transporting Storing Grading Financing Risk taking Information collecting and disseminating

    The Nature of Marketing

    Chapter

    The Essence of Marketing


    The Exchange Process

    1-4
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    The Exchange Process


    The means by which two or more parties give something of value to one another to satisfy felt needs.

    1-5
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Marketing
    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.

    1-6
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Utility
    The want-satisfying power of a product or service.

    1-7
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    The Utilities
    Form Time Place Ownership

    1-8
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Types of Business Orientation


    Product or Production Sales Market

    1-9
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Product Orientation
    A focus on the product itself rather than on the consumers needs.

    1-10
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Sales Orientation
    A focus on developing a strong sales force to convince consumers to buy whatever the firm produces.

    1-11
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Market Orientation
    A focus on understanding customer needs and objectives, then making the business serve the interests of the customer rather than trying to make the customer buy what the business wants to produce.

    1-12
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Marketing Concept
    Organization-wide philosophy that holds that the best route to organizational success is to find an unserved or underserved need in society and meet that need better than anyone else, while still meeting longterm organizational objectives.
    1-13
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing

    Chapter

    Societal Marketing Concept


    An organization-wide philosophy that holds that the best route to organizational success is to find an unserved or underserved need in society and meet that need better than anyone else, while still meeting longterm organizational objectives and also considering the long term impact on society.
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    1-14

    The Nature of Marketing

    Chapter

    The Importance of Marketing


    People Companies Economy

    1-15
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

    The Nature of Marketing


    Figure 1.2

    Chapter

    Marketing from the Inside Out

    1-16
    Copyright 2003 by Nelson, a division of Thomson Canada Limited.

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