ADMS 2200 Study Guide - Final Guide: Philip Kotler, Customer Relationship Management, Johnson & Johnson

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ADMS 2200 Full Course Notes
17
ADMS 2200 Full Course Notes
Verified Note
17 documents

Document Summary

American marketing association: process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Malcolm mcnair: the creation and delivery of a standard of living. Philip kotler in a marketing article: getting the right goods and services to the right people at the right time at the right price with the right communication and promotion. : a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Bagozzi: any exchange is marketing - exchange of a drink for consideration of a sales pitch. Myopia: short-sightedness; close objects are clear; distant objects are blurred. Marketing myopia: pay more attention to the product than to the benefit/experience. Overlook that product is tool solve a problem. Arndt: marketer"s role is to move consumer from need to want to demand.