MARK1012 Chapter 1: CHAPTER 1 OVERVIEW OF MARKETING

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17 May 2018

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1. Marketing an e defined as ‘the ativity, set of institutions and proesses for reating,

capturing, communicating, delivering and exchanging offerings that have value for

customers, clients, partners and society at large. Good marketing requires thoughtful

thinking.

2. Firms assess their market position and decide on their marketing strategy. They then

develop a marketing plan that specifies the marketing activities for a specific period of time.

3. Core Aspects of Marketing

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