7
CHAPTER 1- KEY CONCEPTS MARKETING:  According to the American Ma rketing Association, marketing is: 1. Th e acti vit y 2. Set of institu ti ons 3. Set of processes for creating, communicating and delivering value to customers and for man agi ng cus tomers rel ati ons hip in way s that ben efi t both the org ani zat ion and its stakeholders. MARKETING SEEKS TO: (or 2 OBJECTIVES OF MARKETING: ) 1. Discovering the needs and wants of customers 2. Satisfying them Through an exchange (trade of things of value b/w buyers and sellers so that each is better off after the trade) FACTORS INFLUENCING AN ORGANIZATION’S MARKETING ACTIVITIES:  1. The organization itself (chapter 2) o Mission o Goals/objectiv es (establishe d by management) o Other departments and employees within the organization o Resources 2. Society o Its customers (marketing facilitates relationship s b/ w them and the organization) o Its suppliers (marketing facil itates partnershi ps b/w them and the organi zation) o Its shareholders (marketing facilitates ownerships b/w them and the organization) o Other organizations (marketing facilitates alliances b/w them and the organization) 3. Environmental factors (chapter 3) o Political/regulatory o Economic o Social o Technology

CHAPTER 1-Mark Review for Mid Term Test

Embed Size (px)

Citation preview

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 1/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 2/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 3/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 4/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 5/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 6/7

7/31/2019 CHAPTER 1-Mark Review for Mid Term Test

http://slidepdf.com/reader/full/chapter-1-mark-review-for-mid-term-test 7/7