Mkt100 Textbook - Chapter 1
SECTION ONE
Assessing the Marketplace
CHAPTER 1
Overview of Marketing
CHAPTER 2
Developing a Marketing Plan and Marketing Strategies
APPENDIX 2A
Writing a Marketing Plan
CHAPTER 3
Analyzing the Marketing Environment
CHAPTER 1
Learning Objectives
After studying this chapter, you should be able to
1. LO1 Define marketing and explain its core concepts
2. LO2 Illustrate how marketers create value for a product or service
3. LO3 Summarize the four orientations of marketing
4. LO4 Identify the role of customer relationship management in creating value
5. LO5 Explain the importance of marketing both within and outside the firm
M
arketing is essentially about creating value for consumers and the company's shareholders.
As you will learn throughout this book, creating value for consumers and the firm requires that marketers develop and nurture long-term, profitable relationships with consumers. This means that marketers must understand consumers' needs and wants and try to satisfy them through the goods and services they offer, the prices they charge, and the way they promote and deliver the goods and services. Let's take a look at how one of Canada's most successful and profitable high-tech companies, Research In
Motion (RIM), is creating and delivering value to its consumers and shareholders with its BlackBerry.
1
The BlackBerry is one of Canada's most successful and innovative products. It changed not only the way business executives and professionals communicate, but also the speed and timeliness with which decisions are made. Users around the world attest that the BlackBerry enhances their ability to access key corporate information and connect with co-workers anywhere, anytime. The resulting efficiency means that business deals are made more quickly and key decisions are communicated to stakeholders even when they are on the golf course. The BlackBerry smartphone has become the one device that many business
Assessing the Marketplace
CHAPTER 1
Overview of Marketing
CHAPTER 2
Developing a Marketing Plan and Marketing Strategies
APPENDIX 2A
Writing a Marketing Plan
CHAPTER 3
Analyzing the Marketing Environment
CHAPTER 1
Learning Objectives
After studying this chapter, you should be able to
1. LO1 Define marketing and explain its core concepts
2. LO2 Illustrate how marketers create value for a product or service
3. LO3 Summarize the four orientations of marketing
4. LO4 Identify the role of customer relationship management in creating value
5. LO5 Explain the importance of marketing both within and outside the firm
M
arketing is essentially about creating value for consumers and the company's shareholders.
As you will learn throughout this book, creating value for consumers and the firm requires that marketers develop and nurture long-term, profitable relationships with consumers. This means that marketers must understand consumers' needs and wants and try to satisfy them through the goods and services they offer, the prices they charge, and the way they promote and deliver the goods and services. Let's take a look at how one of Canada's most successful and profitable high-tech companies, Research In
Motion (RIM), is creating and delivering value to its consumers and shareholders with its BlackBerry.
1
The BlackBerry is one of Canada's most successful and innovative products. It changed not only the way business executives and professionals communicate, but also the speed and timeliness with which decisions are made. Users around the world attest that the BlackBerry enhances their ability to access key corporate information and connect with co-workers anywhere, anytime. The resulting efficiency means that business deals are made more quickly and key decisions are communicated to stakeholders even when they are on the golf course. The BlackBerry smartphone has become the one device that many business