Welcome to the World of Marketing Creating and Delivering Value. Chapter Objectives. Understand who marketers are, where they work, and marketing’s role in the firm Explain what marketing is and how it provides value to everyone involved in the marketing process
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Creating and Delivering Value
How to advertise Ron Jon’s at airports?
* Measuring how much value is created by marketing activities
From serious goods and services to fun things
Product: any good, service, or idea
Bill choose option 2: wall-mounted backlit photographs (dioramas)