MKC1200 Study Guide - Final Guide: Marketing Mix, Greenwashing, Social Marketing
Document Summary
Provide an overview of marketing and the marketing process. Explain how marketing evolved: recognise that marketing involves a mutually beneficial exchange of value, discuss the importance of ethics and corporate social responsibility in marketing, understand the role of marketing in our society. Explain the elements of the marketing mix (strategic variables) What is marketing: marketing - 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. Evolution of marketing: origin of marketing = trade. Exchange process whereby two or more parties give something of value to each other. Small businesses and large multinational corporations: businesses selling goods and businesses selling services. Private and public organisations, including governments: physical objects, services, people, places, organisations and ideas can all be marketed, data collection, active e. g. mobile surveys.
