What is Marketing?
Marketing
is what organizations do to
create, communicate, and deliver value
to customers.
It can also manage customer relationships
that benefit
the organization and its stakeholders.
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What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
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Selling is only the tip of the iceberg
Peter Drucker,
Management Guru
“There will always be need for
some selling. But the aim of
marketing is to make selling
superfluous. The aim of marketing
is to know and understand the
customer so well that the product
or service fits him and sells itself.
Ideally, marketing should result in
a customer who is ready to buy.
All that should be needed is to
make the product or service
available.”
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A Simple Marketing System
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GROUP DISCUSSION: Ben & Jerry’s
1. What have been the key success
factors for Ben & Jerry’s?
2. Where is Ben & Jerry’s vulnerable?
3. What should they watch out for?
4. What recommendation would you
make to their senior marketing
executives going forward?
5. What should they be sure to do with
their marketing?
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