Address The Following


1. Why is marketing important?

2. What is the scope of marketing?

3. What a re som e fu nds m e nta | marketing concepts?

4. How has marketing management changed?

5. What are the tasks necessary for successful marketing management?

Marketing is everywhere. Formally or informally, people and organizations engage in a vast number of activities that could be called marketing. Good marketing has become an increasingly vital ingredient for business success, And marketing profoundly affects our day-to-day lives. It is embedded in everything we do—from the clothes we wear to the Web sites we click on, to the ads we see:

Two teenage girls wa/k into their local Starbucks. One goes to the counter and hands the barista cards for two free peppermint _ iattes and purchases some pastries. The other sits at a table and opens her App/e PowerBoak- Within a few seconds, she connects to the

internet courtesy of Starbucks' deal with T-mobile to create wire Jess

HotSpofs at over a thousand Starbucks stores. Once on the Wet, the girl "GoogJes" the name of the band that played the soundtrack of the movie she saw last night A number of Web sites come up along with two ads—one for tickets to the band's concert tour and another for the soundtrack CD and movie DVD at When she clicks through to the Amazon ad. Search engine giant Google rings up some money [Through its adwords program, it gets paid whenever someone dicks on an advertiser's adJ Wow her friend has returned with iattes in hand. Teen #2 is eager to show off her par* ents' Sweet Sixteen gift to her—rr ruby-red A220 Samsung cell phone created by a team of young Korean designers after months of market research and


focus groups. The phone resembJes a cosmetic compact and dispenses dieting tips as well as advice on how to dress for the weather. The two girls sre oohing and aahirig over the tiny drip/ay that doubts as a mirror when they see the reflection of a city bus sporting a grant banner ad for the newest HBO comedy series...!

Good marketing is no accident, but a result of careful planning and execution. Marketing practices are continually being refined and reformed in virtually all industries to increase the chances of success. But marketing excellence is rare and difficult to achieve. Marketing is both an r'art" and a "science"—there is constant tension between the formulated side of marketing and the creative side- It is easier to learn the formulated side, which will occupy most of our attention in this book; but we will also describe how real creativity and passion operate in many companies. This book will help to improve your understanding of marketing and your ability to make the right marketing decisions. In this chapter, we lay the foundation for our study by reviewing a number of important marketing concepts, tools, frameworks, and issues-

Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

Get My Free Ebook

Post a comment