Mar-3023 Lecture Notes - Lecture 1: Anheuser-Busch, Zippo, Root Mean Square

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The aim of marketing is to make selling unnecessary. The aim of marketing is to know and understand consumers so well the product or service ts and sells itself. Marketing is the answer to the question of why you buy a product. Product development is a core marketing function. Firms don"t get very far without good products to sell . This warrants repeating: there would be no rms without marketing. The rst goal of marketing is to identify unmet consumer needs and then develop products that ll the needs. Identifying the price that maximizes revenue is also part of marketing. Getting coke to where you can buy it is also part of marketing. Great marketers: develop products that people want or need, price them at a level that maximizes pro ts, distribute them to where consumers are. If marketers hit their mark with the product, price, and distribution, there"s little need to advertise.

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