What is Marketing? Everything
What is Marketing? • Marketing: Using Exchanges to Satisfy Needs • The Diverse Factors Influencing Marketing Activities
An organization’s marketing department relates to many people, groups, and forces
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS • The Four Ps: Controllable Marketing Decisions“Marketing Mix” process of planning and executing the conception, pricing, promotion, and distribution (place) of ideas, goods, and services (“product”)to create exchanges that satisfy individual and organizational objectives. • Marketing Environment: uncontrollable Events involving social, economic, technological, competitive, and regulatory forces.
HOW MARKETING BECAME SO IMPORTANT • The Breadth and Depth of Marketing • Who Markets? • What is Marketed?
Who Buys and Uses What is Marketed? • Who Buys and Uses What is Marketed? • Ultimate consumers • Organizational buyers • What is Marketed? • Products • Services • Ideas