AC 114 Chapter 1: Overview of Marketing

• School: FIT
• Department: Advertising and Marketing Communications
• Course: AC 114
• Professor: Suparna Pultinas

Document Summary

The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A plan that specifies the marketing activities for specific period of time. From the turn of the century to the 1920s, most firms were production oriented and believed that a good product would sell itself. Production and distribution techniques had become more sophisticated and the great depression and world war ii conditioned consumers to consume less or manufacture items themselves. Firms depended on heavy doses of personal selling and advertising to compensate for the overproduction of goods. Shopping centers began to replace cities" central business districts as the hub of retail activity. Manufacturers and retailers began to focus on what consumers wanted and needed before they designed, made, or attempted to sell their products and services.