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Part I : Understanding Marketing Chapter 1 - Defining Marketing for the 21 st  Century
The Importance of Marketing ,[object Object],[object Object],[object Object]
The Scope of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Company Orientation toward the marketplace (i) ,[object Object],[object Object],[object Object],[object Object]
Company Orientation toward the marketplace (ii) ,[object Object],[object Object],[object Object]
Contrast Between the Sales Concept and Marketing Concept Profits through customer satisfaction Integrated Marketing Customer needs Target market Marketing Concept Profits through sales volume Selling & Promoting Products Factory Sales Concept Ends Means Focus Starting Point
Company Orientation toward the marketplace (iii) ,[object Object],[object Object]
Holistic Marketing Dimension Holistic Marketing Internal  Marketing Marketing  Depatment Senior  Management Other Department Integrated  Marketing Communications Products & Services Channels Socially  Responsible  Marketing Ethics Environment Legal Community Relationship  Marketing Customers Channel Partners
Fundamental Marketing Concepts (i) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Fundamental Marketing Concepts (ii) ,[object Object],[object Object],[object Object],[object Object]
Marketing Management Trends ,[object Object],[object Object],[object Object],[object Object]
Marketing Management Task ,[object Object],[object Object],[object Object]

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Chapter 1 Defining Marketing For The 21st Century

  • 1. Part I : Understanding Marketing Chapter 1 - Defining Marketing for the 21 st Century
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Contrast Between the Sales Concept and Marketing Concept Profits through customer satisfaction Integrated Marketing Customer needs Target market Marketing Concept Profits through sales volume Selling & Promoting Products Factory Sales Concept Ends Means Focus Starting Point
  • 7.
  • 8. Holistic Marketing Dimension Holistic Marketing Internal Marketing Marketing Depatment Senior Management Other Department Integrated Marketing Communications Products & Services Channels Socially Responsible Marketing Ethics Environment Legal Community Relationship Marketing Customers Channel Partners
  • 9.
  • 10.
  • 11.
  • 12.