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Cpas review 2013-2014. MARKETING CHAPTER 1-- MARKETING IS ALL AROUND US. Chapter 1. marketing is all around us. Section 1.1 Marketing and the Marketing Concept. Section 1.2 The Importance of Marketing. Section 1.3 Fundamentals of Marketing. Marketing and the Marketing Concept.

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Cpas review 2013 2014

Cpas review2013-2014

MARKETING

CHAPTER 1--MARKETING IS ALL AROUND US


Chapter 1

marketing is all around us

Section 1.1

Marketing and theMarketing Concept

Section 1.2

The Importance ofMarketing

Section 1.3

Fundamentals ofMarketing


Marketing and the marketing concept
Marketing and the Marketing Concept

Section 1.1

Marketing Core Functions


Marketing and the marketing concept1
Marketing and the Marketing Concept

Section 1.1

The Scope of Marketing

Seven Marketing Core Functions


Marketing and the marketing concept2
Marketing and the Marketing Concept

Section 1.1

The Marketing Concept

The Marketing Concept

Desires

Needs

Determine

Anticipate

Satisfy

marketing concept

The idea that a business should strive to satisfy customers’ needs and wants while generating a profit for the business.


The importance of marketing
The Importance of Marketing

Section 1.2

Economic Benefits of Marketing

FormUtility

Changing raw materials into usable goods or putting parts together to make them more useful

PlaceUtility

Having a product where customers can buy it

TimeUtility

Having a product or service available at a certain time of year or a convenient time of day

PossessionUtility

The exchange of a product for money

InformationUtility

Communication with consumer

utility

An added value in economic terms; an attribute of goods or services that makes them capable of satisfying consumers’ wants and needs.


Fundamentals of marketing
Fundamentals of Marketing

Section 1.3

The term market refers to all the people who might buy a product. The marketing mix is a combination of elements used to sell a product to a specific target market.


Fundamentals of marketing1
Fundamentals of Marketing

Section 1.3

Market and Market Identification

ConsumerMarket

OrganizationalMarket

versus

consumer market

Consumers who purchase goods and services for personal use.

organizational market

Also known as business-to-business (B2B), this includes all businesses that buy products for use in their operations.


Fundamentals of marketing2

Product

Price

Place

Promotion

Fundamentals of Marketing

Section 1.3

Marketing Mix

Four Ps of the Marketing Mix

marketing mix

The four basic marketing strategies

called the four P’s: product, place, price, and promotion.


Fundamentals of marketing3
Fundamentals of Marketing

Section 1.3

Marketing Mix

Forms of Promotion


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