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Defining Marketing
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1-5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 1.1 Structure of Flows in a Modern
Exchange Economy
Declining Irregular
• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation
Production Product
Selling Marketing