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What Is Marketing Essay

672 words - 3 pages

Agenda
• • • • • • • What is marketing Evolution of Marketing Marketing philosophies Scope of marketing The concept of exchange The concept of value The need to study Marketing

Marketing at its very core is the Process through which VALUE is exchanged

The official definition
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
American Marketing Association Definition

Marketing is not a function It is a way of doing business

Modern Focus on Customer

Marketing is
any and all activities
that directly or ...view middle of the document...

A Want
Wants - form that a human need takes, as shaped by culture and individual personality.

This Is Demand
Wants Buying Power

+
Demand

=

Customer manifesto
– Do not offer me things – Do not offer me clothes, offer me attractive looks – Do not offer me shoes, Offer me comfort for my feet and the pleasure of walking – Do not offer me a house, offer me security, comfort, and a place that is clean and happy – Do not offer me books, Offer me hours of pleasure and the benefit of knowledge – Do not offer me things, Offer me ideas, emotions, ambience, feelings, benefits and experience – Please, do not offer me things

Why study Marketing Although a number of advantages come from functions other than marketing But these advantages can only be exploited through marketing...

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