Defining Marketing for the New Realities | Lecture Note - Edubirdie

University:
East Carolina University
Course:
MKTG 6162 | Marketing Management
Academic year:

2023
Views:

308

Pages:

4
Author:

Accinkiquicpqw

Marketing Management Chapter 1 Defining Marketing for the New Realities The Scope of Marketing • Marketing is about identifying and meeting human and social needs • AMA’s formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Marketing Management • The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value What is Marketed? (1 of 2) • Goods • Services • Events • Experiences • Persons

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