1. Define marketing and discuss how it is more than just “telling and selling.” 2. Marketing has been criticized because it “makes people buy things they don’t really need.” Refute or support this accusation. 3. Discuss the two important questions a marketing manager must answer when designing a winning marketing strategy. 4. How should a manager approach finding answers to these questions? 5. What are the five different marketing management orientations? Which orientation do you believe Apple follows when marketing products such as the iPhone and iPad? 6. Explain the difference between share of customer and customer equity. Why are these concepts important to marketers? 7. Discuss trends impacting marketing and the implications of these trends on how marketers deliver value to customers.
1. Marketing is defined as the activity, set of institutions and processes for creating, communicating, delivering, and exchanging goods that have value for customers, clients, partners, and society at large. Marketing is not just about transactions. It is concerned on how to respond to the demand of a customer. It is also concerned on how to promote the product so that more customers will buy the product. Marketing makes sure that products are available so that it may satisfy the customer’s need or want.
2. Marketing supplies to customer’s demands, it may be a necessity or a desire. They aim for customer’s satisfaction. If they saw that the majority of a group wanted something for satisfaction, they’ll provide it.
3. The 2 important questions are what customers will we serve (what’s our target market)? And How can we serve these customers best (what’s our value proposition). We need to know who your customers will be. What age group, what their hobbies are, the products that they need. Know how to accommodate the things the people would buy. The second