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Title: Marketing Principles and Society
Description: Overview of Chapter 1 in Essentials of Marketing (Baines, Fill and Page)
Description: Overview of Chapter 1 in Essentials of Marketing (Baines, Fill and Page)
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Chapter 1: Marketing Principles + Society
Definition:
CIM: The management process of anticipating, identifying + satisfying customer
requirements profitably (2001)
AMA: Marketing is the activity, set of institutions, + processes for creating communication,
delivering, + exchanging offerings that have value for customers, clients, partners, + society
at large (2007)
Need for marketers to undertake environmental scanning + market research
Influencing the behaviour of publics > market segmentation + positioning
__________________________________________________________________________________
Customer = buyer, purchaser, patron, client, shopper of a product
Consumer = user of a product
Customer + Consumer can be the same person
Market orientation – current + future customer needs
o Customer Orientation = measure customer satisfaction, meet customer needs
o Competitor Orientation = understand competitors´ short-term strengths +
weaknesses
o Interfunctional Coordination = all functions in org
...
); Retailer Manufacturer (Payment at wholesale price)
Marketing for services 3 P´s (Booms + Bitner, 1981)
o Physical evidence – brochures, statistics, etc
Title: Marketing Principles and Society
Description: Overview of Chapter 1 in Essentials of Marketing (Baines, Fill and Page)
Description: Overview of Chapter 1 in Essentials of Marketing (Baines, Fill and Page)