![]() ![]() ideas The scope of marketing: Who markets? (2) Eight demand states:.time & place Transaction is not transfer (one way) The scope of marketing: What is marketed?.Example: iPhone by Apple The scope of marketing: What is marketing? (4) Transaction involves:.In the end, Marketing makes selling unnecessary.Marketing makes product/service fits customer & sells itself => customer ready to buy.The scope of marketing: What is marketing? (2) Marketing management: the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.Marketing: an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Summarized by Wawan Setiawan Summarized by 3 The scope of marketing: What is marketing? (1) Marketing Management 12 e PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757- 658-dc Note: all credits for contents goes to the original author. The user has requested enhancement of the downloaded file. SEE PROFILE All content following this page was uploaded by Philip Kotler on 13 October 2014. READS 53, 2 authors, including: Some of the authors of this publication are also working on these related projects: influence of marketing strategy elements on market share of brewing companies View project Democracy in Decline: Rebuilding its Futurre View project Philip Kotler Northwestern University # See discussions, stats, and author profiles for this publication at: researchgate/publication/ Marketing Management Article Information Technology Auditing and Assurance (James A.Utopie, forme e pratiche (Giovanna Zanlonghi) ![]()
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