Principles of Marketing

Saylor URL: http://www.saylor.org/books Saylor.org This text was adapted by The Saylor Foundation under a Creative Commons Attri ...

Saylor URL: http://www.saylor.org/books Saylor.org Preface Principles of Marketing teaches the experience and process of actuall ...

Saylor URL: http://www.saylor.org/books Saylor.org Chapter 1 What Is Marketing? What makes a business idea work? Does it only ta ...

Saylor URL: http://www.saylor.org/books Saylor.org The traditional way of viewing the components of marketing is via the four Ps ...

Saylor URL: http://www.saylor.org/books Saylor.org Figure 1. Marketing is composed of four activities centered on customer value ...

Saylor URL: http://www.saylor.org/books Saylor.org varied, the benefits you received varied. Therefore the value varied for each ...

Saylor URL: http://www.saylor.org/books Saylor.org So what era would you say we’re in now? Some call it the value era: a time wh ...

Saylor URL: http://www.saylor.org/books Saylor.org manufacturer’s car, another manufacturer’s service, and a third manufacturer’ ...

Saylor URL: http://www.saylor.org/books Saylor.org A Porsche Boxster can cost three times as much as a Pontiac Solstice, but why ...

Saylor URL: http://www.saylor.org/books Saylor.org In addition to creating an offering, communicating its benefits to consumers, ...

Saylor URL: http://www.saylor.org/books Saylor.org an individual receives and consists of the price the consumer paid and the ti ...

Saylor URL: http://www.saylor.org/books Saylor.org For-Profit Companies The obvious answer to the question, “Who does marketing? ...

Saylor URL: http://www.saylor.org/books Saylor.org Similarly, all the companies engage in dialogs with their customers in order ...

Saylor URL: http://www.saylor.org/books Saylor.org Similarly, the Environmental Protection Agency (EPA) runs a number of adverti ...

Saylor URL: http://www.saylor.org/books Saylor.org KEY TAKEAWAY Marketing can be thought of as a set of business practices that ...

Saylor URL: http://www.saylor.org/books Saylor.org Of course, all business students should understand all functional areas of th ...

Saylor URL: http://www.saylor.org/books Saylor.org to make more informed decisions about a wider array of choices. From an econo ...

Saylor URL: http://www.saylor.org/books Saylor.org Advertising. Whether it’s for an advertising agency or inside a company, som ...

Saylor URL: http://www.saylor.org/books Saylor.org How does marketing provide value? Why does marketing cost so much? Is market ...

Saylor URL: http://www.saylor.org/books Saylor.org Most organizations start with an idea of how to serve customers better. Apple ...