What is Marketing? Marketing is the activity, set “Everything starts with the customer” of institutions, and processes Lou Gerstner, CEO of IBM 1993-2002 for creating, communicating, delivering, and exchanging “Creating shareholder wealth is not the offerings that have value for purpose of the business. It is the reward
CONTENTS UNIT – I Lesson 1.1 Introduction to marketing Lesson 1.2 Marketing concepts Lesson 1.3 Marketing process ... The marketing concept, a crucial change in management philosophy, can be explained best by the shift from a seller’s market – one with a shortage of goods and services – to a buyer’s market – one with an abundance of ...
MARKETING LECTURE NOTES Dimitris Drosos Lecturer Technological Education Institute of Piraeus Business School Management Information System & New ... ‘‘‘Marketing is the management ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements
Ideally, marketing should result in a customer who is ready to buy.”7 The American Marketing Association offers this managerial definition: Marketing (management)is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges
Exchange is the focus Exchanges are carried out by business firms, and also by non business organisations and even individuals. Four conditions must exist for an exchange to be able to occur: Two or more people or organisations must be involved The parties must be involved voluntarily Each party must have something of value to exchange, and the parties must believe
Marketing Intermediaries Competitors Company (Marketer) Environment Environment Modern Marketing System Balakrishnan S #14 Marketing Management Implementing programs to create exchanges with target buyers to achieve organizational goals Demand Management Finding and increasing demand, also changing or reducing demand such as in Demarketing ...
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