Page 14 - EBOOK DPM 10013 POM-FINAL 25.10.2021
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LEARNING OBJECTIVES
Explain marketing
Discuss the marketing management philosophies.
Discuss core marketing concept.
Discuss ethtics in marketing
Social responsibility
1.0 OVERVIEW OF MARKETING
Marketing deals with customers. Building customer relationship based on customer
value and satisfaction is at the very heart of modern marketing. Marketing is managing
profitable customer relationship. The twofold goal of marketing is to attract new
customers by promising superior value and to keep and grow current customers by
delivering satisfaction. (Philip Kotler, 2005)
(Philip Kotler, 2005) define marketing as social and managerial process by which
individuals and groups obtain what they need and want through creating and exchanging
products and value with others.
The reason you should learn about marketing is that it has an impact on practically every
element of your life. Marketing is responsible for all of the goods and services you
purchase, as well as the places where you shop and the radio and television programmes
that are funded by advertising.
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