Personal Selling? Branding? Advertising? Making products available in stores? Maintaining inventories? All of the above, plus much more!
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What is Marketing? ´ 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.µ - The American Marketing Association.
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In other words«
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Forms Forms of Utility Form Utility: PRODUCE goods or services. Task Utility: CREATE that is required by customers. Time Utility: Available WHEN there is demand.
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The Co Concept of Exchange It means that people give u p something to receive something they wou ld ld rather have.
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The Co Concep ncept of Exchange At Least Two Parties
Communication and Delivery
Necessary Conditions for Exchange Something of Value
Freedom to Accept or Reject the Offer
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The Concept of Exchange Exchange will not necessarily take place even if all these c onditions
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Ev oluti olutioon of Marketing Simple Trade Trade Era: Exchange of goods or services without using money. money. Sales Surplus
Production Era: More focus on production of specific products. Increased Increased Supply
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Marketing Management Philo Phi lossop ophies hies
Produ Prod u ctio tion Orientatio Orientation
Sales
Orientatio Orientation
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1.
Produ Prod u ctio tion Orientatio Orientation
Focuses on internal capabilities of firm. More emphasis to produ ction rather
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2. Sales
Orientatio Orientation
People will buy more goods/services if aggressive sales techniques are used.
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3.
Market Orientatio Orientation
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4
Societal
Marketing Orientation
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Focus The Organizatio Organizations Focus
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Custo Customer Val Value
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Cust mer Val Val
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