MKTG 471 Lecture Notes - Lecture 1: Corporate Social Responsibility, Marketing Ethics, Lviv
Document Summary
Chapter 1: defining marketing for the new realities. Financial success often depends on marketing ability. Successful marketing builds demand for products and services, which, in turn, creates jobs. By contributing to the bottom line, successful marketing also allows firms to more fully engage in socially responsible activities. Many firms, even service and nonprofit, now have a chief marketing officer (cmo) to put marketing on a more equal footing with other c-level executives. Marketing is about identifying and meeting human and social needs. Ama"s formal definition: marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. One of the shortest definitions of marketing is meeting needs profitably . The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
