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INTRODUCTION TO MARKETING

Current Marketing Fundamentals Course Web Site

Background

What is marketing? Almost every marketing textbook has a different definition of the term "marketing." The American Marketing Association (AMA) uses the following: "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." From this definition, we see that:

Marketing involves an ongoing process. The environment is "dynamic." This means that the market tends to change—what customers want today is not necessarily what they want tomorrow. For example, sales of beef are declining in the United States because consumers have become health oriented. Similarly, Tupperware parties are less popular today than they once were because there are fewer housewives who do not work outside the home.
This process involves both planning and implementing (executing)......

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Approximate Word Count: 20779
Approximate Pages: 84 (250 words per double-spaced page)

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