BUAD 307—MARKETING FUNDAMENTALS. MARKETING OVERVIEW . Learning Objectives. Understanding The scope and basic objectives of the marketing function Customer value Relationship marketing. 2007 American Marketing Association (AMA) Definition.
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Marketing: “The (1) activity, (2) set of institutions, and (3) processes for (4) creating, (5) capturing, (6) communicating, (7) delivering, (8) and exchanging (9) offerings that have (10) value for (11) customers, (12) clients, (13) partners, and (14) society at large.” (Numbering added.)
Definition not needed for the exam!
Cause related organizations
What is marketed?
For internal use
For resale (wholesalers, retailers)
ConvenienceUsage and Reach of Marketing