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Chapter 01 Marketing in Today’s Business Milieu 1-1 Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
LEARNING OBJECTIVES
LO 1-1 Identify typical misconceptions about marketing, why they persist, and the resulting challenges for marketing management.LO 1-2 Define what marketing and marketing management really are and how they contribute to a firm’s success.LO 1-3 Appreciate how marketing has evolved from its early roots to be practiced as it is today.LO 1-4 Recognize the impact of key change drivers on the future of marketing.
CHAPTER OUTLINE
I.WELCOME TO MARKETING MANAGEMENT
II.MARKETING MISCONCEPTIONS
Marketing Management, 3e Greg Marshall, Mark Johnston ( All Chapters, Original , ) 1 / 4
Chapter 01 Marketing in Today’s Business Milieu 1-2 Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- Behind the Misconceptions
- Marketing is Highly Visible by Nature
ii. Marketing is More Than Buzzwords
- Beyond the Misconceptions and Toward the
Reality of Modern Marketing
III. DEFINING MARKETING
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Chapter 01 Marketing in Today’s Business Milieu 1-3 Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- Value and Exchange are Core Marketing Concepts
- A New Agenda for Marketing
IV. MARKETING’S ROOTS AND EVOLUTION
- Pre-Industrial Revolution
- Focus on Production and Products
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Chapter 01 Marketing in Today’s Business Milieu 1-4 Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- Focus on Selling
- Advent of the Marketing Concept
- The Marketing Mix
- Post-Marketing Concept Approaches
- Differentiation Orientation
ii. Market Orientation
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