Marketing definition

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Introduction to Marketing:

chapter 1 Introduction to Marketing Harcourt, Inc.

Do you know??:

Do you know??

Marketing Concepts:

Marketing Concepts

What is a market?:

What is a market? “A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want” (Philip Kotler ).

AMA Definition of Marketing:

AMA Definition of Marketing Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives

Broader Definition of Marketing:

Broader Definition of Marketing Marketing is a social & managerial process by which people get what they need & want through the exchanging product & values with others.

Exchange Process:

Exchange Process Process by which one or more parties give something of value to each other to satisfy perceived needs


Exchanges Learning Environment Tuition Promised Action Votes


Exchanges Fee Consulting Products/services Money


Exchanges Producer Wholesaler Retailer Consumer

PowerPoint Presentation:

Activities of Marketing Exchange Buying - seeking and evaluating alternatives Selling - promotion of alternatives to consumers

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