Business Chp 11

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Discussion Questions

1. How does the American Marketing Association define marketing? How can marketers deliver value to their customers over the long term? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx I couldn’t find on the book website the alternative page for 137

2. What are the four different kinds of utility that marketers can provide? Give an example of a product that delivers each type of utility.

Marketers can provide form, time, place and ownership: Chipotle provides form, 24 7 convenient stores offer time, Starbucks provides place conveniently on every corner and most now have drive thru, and Barnes and Noble,s provides satisfaction to most consumers with friendly services provided efficiently.

3. What are the key categories of nontraditional marketing? Do you expect these areas to grow over the next decade? Why or why not?

The key categories are people, place, event, and idea marketing. I do although the economy is down movies stars and the rich that are in the public eye often times still support this non profit marketing by donating but also appear in their commercials and speak out to help the marketing and usually do it for free.

4. How has marketing evolved over time? How have current events, economics and culture influenced thinking about marketing?

Marketing has evolved over time especially with what their focus was on, it went from product to being most important to selling to marketing to not the main focus being relationship. The marketing concept is a philosophy that makes customer satisfaction now and in the future the central focus of the entire organization. It is all based on relationship to now maintain loyal customers that will make your company a...
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