1. The value of marketing
• Financial success often depends on marketing ability.
• Successful marketing builds demand for products and services, which, in turn, creates jobs.
• Marketing builds strong brands and a loyal customer base, intangible assets that contribute heavily to the value of a firm.
• Marketing is about identifying and meeting human and social needs.
• 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.
4. A dramatically changing marketplace
• New consumer capabilities (Can actively interact with companies, Can reject marketing they find inappropriate)
•Can use the internet as a powerful information and purchasing aid
•Can search, communicate and purchase on the move
•Can tap into social media to share opinions and express loyalty
5. Integrated marketing Devise
marketing activities and programs that create, communicate and deliver value such that “the whole is greater than the sum of its parts.”
