Documente Academic
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Chapter Questions
Why
is marketing important? What is the scope of marketing? What are some of the fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management?
Copyright 2007 Pearson Education Inc.
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What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Copyright 2007 Pearson Education Inc.
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What is Marketed?
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Demand States
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Company Orientations
Production Product Selling Marketing
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Core Concepts
Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction
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Stated needs Real needs Unstated needs Delight needs Secret needs
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Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands
Shaping market offerings Delivering value Communicating value Creating long-term growth
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