Slide MAN102 Slide11

After reading this chapter, you should be

able to:

1.

Explain the concept of marketing and

identify the five forces that constitute the

external marketing environment.

2.

Explain the purpose of a marketing plan

and identify the four components of the

marketing mix.

3.

Explain market segmentation and how it is

used in target marketing.

4.

Describe the key factors that influence the

consumer buying process.

After reading this chapter, you should be

able to:

5. Discuss the three categories of organizational markets.

6. Explain the definition of a product as a value package and classify goods and services.

7. Describe the key considerations in the new product development process, and explain the importance of branding and packaging.

8. Discuss the marketing mix as it applies to international and small business.

What Is Marketing?



_Marketing

└

_{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