What is Marketing? Tutorial

What is Marketing? Tutorial

In the first section of our highly detailed Principles of Marketing Tutorials we lay the groundwork for our study of the field of marketing with a close look at marketing’s key concepts and the important tasks marketers perform. We will see that marketing encompasses a wide array of business decisions that are essential to the …

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Welcome to Marketing

Welcome to the world of marketing and the Principles of Marketing Tutorials from KnowThis.com. The main intention of this tutorial is to offer a straightforward examination of an important, exciting, and challenging business discipline crucial to virtually all organizations and all industries. The Principles of Marketing Tutorials are ideal for anyone who is new to …

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Definition of Marketing

Our starting point for learning about marketing is to begin with the basics and that starts with defining marketing. Since marketing has been an important part of business for a long time we could consult one of the many hundreds of books written on the subject to locate a definition. Or, as is more the …

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Marketing Definition Dissected

Let’s examine our definition of marketing in a little more detail by looking at the key terms. Strategies and Tactics Strategies are best explained as the direction the marketing effort takes over some period of time while tactics are actionable steps or decisions made in order to follow the strategies established. For instance, if a …

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History of Marketing

It is hard for many to believe, but when compared to economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Prior to this time most issues that are now commonly associated with marketing were either assumed to fall within basic concepts of economics …

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The Role of Marketing

As we’ve seen the key objective of an organization’s marketing efforts is to develop satisfying relationships that benefit both the customer and the organization. These efforts lead marketing to serve an important role within most organizations and within society. At the organizational level, marketing is a vital business function that is necessary in nearly all …

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Criticisms of Marketing: Part 1

While marketing is viewed as offering significant benefits to organizations and to society, the fact that marketing is a business function operating in close contact with the public opens this functional area to extensive criticism. Among the issues cited by those who criticize marketing are: Marketing Encourages People to Purchase What They Do Not Need …

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Criticisms of Marketing: Part 2

Marketing Discriminates in Customer Selection We will see later that a key to marketing success is to engage in a deliberate process that is intended to identify customers who offer marketers the best chance for satisfying organizational objectives. This method, called target marketing, often drives most marketing decisions, including product development and price setting. But …

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Criticisms of Marketing: Part 3

Marketing Encroaches on Customers’ Right to Privacy As we will see later in our discussion of Marketing Research, gathering and analyzing information on the market in which marketers conduct business is a vital step in making good marketing decisions. Often the most valuable information deals with customers’ buying behavior and especially determining which factors influence …

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