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Category: Business and Industry
Date Submitted: 04/05/2012 04:12 AM
Part 1
When You Finish
This Chapter, You
Should
1. Know what marketing is and why you
should learn about it.
2. Understand how
marketing creates
satisfied customers.
3. Understand how
marketing serves customer differences.
4. Know what the
marketing concept
is—and how it affects
how we manage a
firm or nonprofit
organization.
5. Understand what
customer value is and
why it is important to
customer satisfaction.
MARKETING FUNDAMENTALS
Chapter One
The Nature of
Marketing
Marketing—What’s In It
for You?
Welcome to the world of marketing and to a book that will serve as
your travel guide to that world. Your
guidebook will describe marketing,
highlight ideas and practices worthy of additional focus, identify
some potentially dangerous situa-
tions, and present a range of skills
and organizational processes that
we believe every manager must
know in order to prosper.
Every manager? This might
seem to be a very bold statement.
Certainly, it is not hard to accept
this claim if you are planning a
career in marketing, advertising, or
sales. But what about everyone
else? What’s in it for them?
We believe there are both professional and personal rewards
that everyone can gain from
knowing more about marketing. Let’s take a moment to
review these so that you can
better focus your energies in
this course.
Marketing can help you
get the job you want. In this sense,
2
price
place
produc
promotion
4
Part 1 • Marketing Fundamentals
better leader. Your marketing
affect the price you pay for
with others. You’ll learn why
edge can go beyond the link-
whatever you buy. Indeed,
companies structure adver-
ages with different functions. It
you’ll position yourself to get
tisements and promotions as
can help you lead and influ-
better deals.
they do (e.g., why do compa-
ence others in your
Marketing can raise your
nies run ads in a certain way);
role in your community.
why...