Scribd Logo
Hochladen

Willkommen bei Scribd!

  • MARN01B - Lec1 - Marketing

    Hochgeladen von

    ami
    8 Ansichten1 Seite
    This document defines marketing from both a macro and micro perspective. At the macro level, marketing focuses on satisfying the needs and wants of society through exchange. At the micro level, it focuses on the activities of businesses to plan, price, promote, and distribute goods and services. Marketing involves offering products or services to satisfy needs and wants. The major participants in marketing are consumers, business firms, and the government. The 4Ps of marketing refer to product, price, place, and promotion.

    Originalbeschreibung:

    Originaltitel

    MARN01B- Lec1- Marketing.docx

    Copyright

    © © All Rights Reserved

    Verfügbare Formate

    DOCX, PDF, TXT oder online auf Scribd lesen

    Stufen Sie dieses Dokument als nützlich ein?

    Sind diese Inhalte unangemessen?

    Dieses Dokument melden
    This document defines marketing from both a macro and micro perspective. At the macro level, marketing focuses on satisfying the needs and wants of society through exchange. At the micro level, it focuses on the activities of businesses to plan, price, promote, and distribute goods and services. Marketing involves offering products or services to satisfy needs and wants. The major participants in marketing are consumers, business firms, and the government. The 4Ps of marketing refer to product, price, place, and promotion.

    Copyright:

    © All Rights Reserved
    Als DOCX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    8 Ansichten1 Seite

    MARN01B - Lec1 - Marketing

    Hochgeladen von

    ami
    This document defines marketing from both a macro and micro perspective. At the macro level, marketing focuses on satisfying the needs and wants of society through exchange. At the micro level, it focuses on the activities of businesses to plan, price, promote, and distribute goods and services. Marketing involves offering products or services to satisfy needs and wants. The major participants in marketing are consumers, business firms, and the government. The 4Ps of marketing refer to product, price, place, and promotion.

    Copyright:

    © All Rights Reserved
    Als DOCX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 1

    MARN01B- Prelim MARKETING DEFINITION BY STANTON

    LECTURE 1
    MACROSOCIETAL DEFINITION
    -focuses on the needs and wants of the society
    MARKETING
    -marketing refers to EXCHANGE (act of obtaining a
    -exists to satisfy:
    product or service from an individual or group of
    NEEDS
    individual by offering something in return) intended to
    -things that man cannot live without (necessities)
    satisfy needs and wants
    WANTS
    -things that man can live without (desires)
    MICROORGANIZATIONAL DEFINITION
    -focuses on the activities of business organization
    -offers:
    -total system of activities designed to plan, price,
    PRODUCT
    promote, and distribute to satisfy goods/services.
    -anything that can be offered in a market for
    attention, acquisition, use or consumption that
    MARKETING AND THE ECONOMY
    might satisfy needs or wants.
    -satisfaction of needs and wants
    SERVICE
    -employment opportunities
    -form of product that consists of activities,
    -tax government revenue
    benefits, or satisfactions offered for sale that are
    essentially intangible and do not result in
    3 Major Participants:
    ownership.
    CONSUMERS
    -characteristics:
    -general public that supplies the factors of
    Intangibility
    production:
    -impossibility of the consumers to touch, hear
    Labor (wage). Natural resources above and below
    before the consumer benefit
    the ground.
    Inseparability
    Land (rent). Manpower both mental and physical
    -service cannot be separated from the person of
    as contribution in production’s operation.
    the seller
    Capital. Man-made aids which further enhance
    Direct Selling- only possible channel of
    production such as machineries.
    distribution
    Entrepreneur. Allocates.
    Heterogeneity
    -difficult or impossible to standardize the BUSINESS FIRMS
    quality or service among several sellers of -convert factors of production into consumable
    -exists because of satisfaction (UTILITY) level product or service.
    -Principle of Diminishing Utility
    GOVERNMENT
    -DEMAND -visible sector and it role is highly depend on type of
    - describes a consumer’s desire and willingness to economic system.
    pay a price for a specific good or service
    -kinds: 4P’s OF MARKETING
    EFFECTIVE PRODUCT
    -desire for a product and is based up with -tangible product or intangible service which aims to
    sufficient Purchasing Power (money that the satisfy needs and wants.
    buyers are willing to spend) PRICE
    POTENTIAL -refers to amount of money that the customers must
    -consumers possess purchasing power but they part with to avail the use of product or service.
    are not actually or concurrently buying PLACE
    LATENT -refers to distribution handling and storage of product
    -unseen or not obvious, they have priorities -making the product accessible or within the reach of
    before buying | Disposable Buying the people
    PROMOTION
    -provision of required information to persuade
    customers to buy the product in the form of
    advertising.

    Das könnte Ihnen auch gefallen