Cours de marketing management 19745

Extrait / Introduction

Extrait / Introduction :

The last part of the AMA’s definition of marketing focuses on the exchange process. An exchange is any transaction in which two or more parties interchange things of value. In marketing, the typical exchange involves a business providing a good or service in return for payment from a buyer. The definition also suggests that the exchange process should satisfy both buyers and sellers. If marketing managers handle the pricing aspects of their jobs well, the sellers should earn a satisfactory profit. In order to assure customer satisfaction, however, marketers need to keep in mind that buyers do not actually purchase a product. Rather buyers purchase the utility a good or service offers. And while production operations contribute to a product’s form utility, marketing operations give time, place and ownerships utilities to a product

Plan

Plan :

The nature of marketing: a – marketing: goods, services, ideas b – marketing mix: the 4Ps c – marketing: creating exchange d – the functions of marketing II- Target marketing and market segmentation: a – ways to segments market b – requirements of segmentation c – market research III- Understanding consumer behavior: a – elements of consumer behavior b – the consumer buying process c – international marketing CONCLUSION

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