University of Missouri ACCOUNTING 2306 Lecture Notes week 1
Document Content and Description Below
University of MissouriACCOUNTING 2306Lecture Notes
CHAPTER 1 SUMMARY
Marketing is an organizational function and a set of processes for creating, communicating,
and delivering value to customers an
...
d for managing customer relationships in ways that benefit
the organization and its stakeholders. 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.
Marketers are skilled at managing demand: They seek to influence its level, timing, and composition for goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. They also operate in four different marketplaces: consumer, business, global,
and nonprofit.
Marketing is not done only by the marketing department. It needs to affect every aspect of the
customer experience. To create a strong marketing organization, marketers must think like executives in other departments, and executives in other departments must think more like marketers.
Today’s marketplace is fundamentally different as a result of major societal forces that have
resulted in many new consumer and company capabilities. In particular, technology, globalization, and social responsibility have created new opportunities and challenges and significantly
changed marketing management. Companies seek the right balance of tried-and-true methods
with breakthrough new approaches to achieve marketing excellence.
There are five competing concepts under which organizations can choose to conduct their
business: the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The first three are of limited use today.
The holistic marketing concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and interdependencies.
Holistic marketing recognizes that everything matters in marketing and that a broad, integratedperspective is often necessary. Four components of holistic marketing are relationship marketing,
integrated marketing, internal marketing, and performance marketing
[Show More]
Last updated: 3 years ago
Preview 1 out of 14 pages
.png)
.png)
