MGT 3320 Chapter : Chapter 4 PowerPoint
Document Summary
Historical definitions of marketing: the evolution of marketing. Mass marketing: marketing is the performance of business activities that direct the flow of goods and services from producers to consumers. " Target marketing: marketing is the 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. " Relationship marketing: "marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. " Experiential/societal marketing: "marketing is the activity, set of institutions, and processes for communicating, delivering, and exchanging offerings that have value to customers, clients, and society at large. " Marketing: "marketing is 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.
