HISTORY OF MARKETING KUPRINA ANASTASIA, LOKTIONOVA MARIA, ABITOVA DIANA Marketing is the subject that always open to new ideas and new trends and widespread worldwide Marketing student's books often suggest examples from American business which are not always suitable for European business The first mentioned “marketing” term in XIX- start of XX century, first defined in 1935 (the performance of business activities that direct the flow of goods and services from producers to consumers) changed
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BMW: A New Breed of Driver found in Coursemate, describe the values held by this emerging group of drivers that incline them toward car-sharing programs. Car-sharing is a growing market currently targeted in dense areas such as New York, London and Tokyo. These areas are highly populated with little recreational space. Car-sharing allows people to only have a car when they require it, such as vacations and special events. The values that commonly influence a person’s lifestyle are self-sufficiency
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CHAPTER 1: Creating/Capturing Customer Value Marketing: aim of marketing is to create value for customers and to capture value from customers in return * The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging products that have value for customers, clients, partners, and society at large -The Firm’s Stakeholders: these include employees, unions, customers, competitors, activists, government and the press (these people affect company)
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Marketing: An Introduction, 10e (Armstrong/Kotler) Chapter 1 Marketing: Managing Profitable Customer Relationships 1) Which of the following is most essential to any definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit Answer: C Diff: 1 Page Ref: 4 Skill: Concept AACSB: Communication Objective: 1-1 2) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? A)
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Analysis The value chain identifies the primary activities and related support activities that create customer value. The value chain provides a deep look at the firm’s cost structure and ability to offer low prices. It reveals the importance a firm places on its activities that could enhance differentiation and higher prices. A company’s value chain demonstrates a comparison, activity-by-activity; of how cost effective and efficient a firm delivers value to its customers. The value chain is used
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THE SCOPE OF MARKETING ETHICS Business ethics refers to the moral or ethical dilemmas that might arise in a business setting. Marketing ethics, in contrast, examines those ethical problems that are specific to the domain of marketing. Firm’s attempts to apply sound ethical principles must be a continuous and dynamic process. Anyone involved in marketing must recognize the ethical implications of their actions. ETCHICAL ISSUES ASSOCIATED WITH MARKETING DECISIONS People in marketing interact directly
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Chapter 1 Marketing: Managing Profitable Customer Relationships Multiple Choice 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion (b; Easy; p. 5) 2. The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____.
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number of customers. These conditions create market always changing. Marketing is satisfying people's the needs and the wants by the values of the product. Include: Realize needs - wants, investigate the market, segment the target of market: product strategy, price strategy, place strategy, promotion strategy. Order to become a marketer: We need: knowledge about marketing, perseverance, Creative. Marketing is creating value. Marketing Management is the process of planning and implementation of such
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week. Marketing, Strategies, and Research What is Marketing? | What is Market Management? | Discovering Consumer Wants and Needs | The Marketing Orientation and the Marketing Concept | The Four Ps | Market Research | Marketing Plan Tip | | What is Marketing? | | Real-Life Application ... | Many equate marketing with advertising. That's not unusual. The concept of "make a product and pitch it on TV" is what marketing is to many Americans.As you will learn in Week 1, marketing is much
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Kotabe, M., Ronkainen, I. A., & Czinkota, M. R. (2011). The Future of Global Business : A Reader. New York: Routledge In this book the discussion surrounds around new approaches and role to international marketing. The author goes into good detail on the competition from emerging markets, marketing mix, global sourcing, and supply chain management. The author makes the reader look deeper into how globalization has brought down trade and investment barriers and has basically connected the world into
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