What’s Happening?. Marketing in Today’s World: Creating Customers for Life. Chapter ONE. Defining Marketing – Your Words!. If you were to tell a friend, “I’m taking a marketing class,” and the friend were to ask, “What’s marketing?” how would you answer? . What is Marketing?.
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Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)
a. the people (especially customers)
that contribute to the company’s success
Uncontrollable variables that affect
These variables are grouped into six categories
A philosophy that emphasizes customer orientation and coordination of marketing activities to achieve both the organization's performance objectives and the consumers value proposition.
An “outside – in” perspectiveThe Marketing Concept