Chapter 1- What Is Marketing?

Front 1

American Marketing Association (AMA)

Back 1

Considered the definitive overseer of what we are up to out here. As well, the are the vehicle for the "official" definition of Marketing

Front 2

Marketing

Back 2

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large

Front 3

Marketing Research

Back 3

The function that links the consumer, customer, and public to the marketer through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance, and improve understanding of marketing as a process. Specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications

Front 4

Value

Back 4

Determined by the customer.
Benefits received- (price+ 'hassle')

Front 5

The Marketing Concept

Back 5

Every employee in the company is focused on serving the customer at a profit

Front 6

Communicating offerings

Back 6

Describing the offering and its value for the user. Many forms of communication may be used

Front 7

Strategy

Back 7

Builds FOCUS and "Mind Share"

Front 8

Operations

Back 8

Builds TRUST and "Access Share"

Front 9

Tactics

Back 9

Builds CAPABILITY and "Market Share"

Front 10

Value

Back 10

Builds FRANCHISE and "Heart Share"

Front 11

Corporate planning

Back 11

Uses the mission statement as the framework in developing the corporate strategy

Front 12

The Marketing Plan

Back 12

Articulates the strategy for creating, communicating, and delivering an exchange of value