Textbook Notes (368,252)
Canada (161,740)
RSM219H1 (136)
Chapter 5

Chapter 5 outline

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Department
Rotman Commerce
Course
RSM219H1
Professor
Chris Bovaird
Semester
Fall

Description
Chapter 5 What Is Marketing?  Providing Value and Satisfaction o Value and Benefits o Value and Utility  Goods, Services, and Ideas o Relationship Marketing  The Marketing Environment o Political and Legal Environment o Social and Cultural Environment o Technological Environment o Economic Environment o Competitive Environment  Strategy: The Marketing Mix o Product o Price o Place (Distribution) o Promotion Target Marketing and Market Segmentation  Identifying Market Segments o Geographic Variables o Demographic Variables o Psychographic Variables o Product-Use Vari
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