Documente Academic
Documente Profesional
Documente Cultură
MKT: 601
Chapter01: Defining Marketing for the 21st Century
The Importance of marketing
The Scope of Marketing
What is Marketing
What is Marketed
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Olympic
Fantasy Kingdom
Celebrity
Tourism
Stock
Philips (Sense and Sensibility)
Magazine
AIDS
Who Markets
Marketers and Prospect
Negative demand
price to avoid it.
Nonexistent demand
uninterested
Latent demand
satisfied
Declining demand
less frequently
Irregular demand
Full demand
products
Overfull demand
product
Unwholesome demand
consequences.
Markets
Key Customer Markets
Consumer Markets
Business Markets
Global Markets
MNH, MKT 601, CH 01-14th
Consumer resistance
Retail transformation
(Direct mail)
Disintermediation
Consumer buying power
Consumer information
Consumer participation
Consumer resistance
Learned Qualities
Global experience
Multichannel expertise
Cross-industry experience
Digital focus
Operational knowledg
Internal Marketing
Marketing department
Senior management
Other departments
Performance Marketing
Sales revenue
Brand and customer
equity
Ethics
Environment
Legal
Community
Financial Accountability
Social Responsibility
Marketing
Campaign to change
behavior
Sponsoring social
events
Donating from sale
Direct donate
Do something for
betterment
Recycle packaging
Promotion
Sales
promotion
Advertising
Sales force
Public
relations
Direct
marketing
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Modern Marketing
Management Four Ps
People
Processes
Programs
Performance