Basic Marketing [antikvár]

Prcfacc This text is designed for use in an introductory course in marketing—either In schools with one or two marketing courses or in the larger business schools with a full complement of marketing courses. All business students should be introduced to the basic problems and practices in marketing management. At the same time, It is wishful thinking to assume that a student can be taught all there is to know about marketing in one or two courses. And it is also clear that—even in larger schools with a range of marketing courses—less than one third of all business students become marketing majors. This text, then, aims to meet the needs of the majority of beginning marketing students who are taking their first and perhaps only course in marketing. It tries to give the student an understanding and a feel for the marketing manager's job—and the world in which the job must be performed. This text does not offer a complete and detailed description of all possible problems or solutions in marketing. But it does offer a broad and necessary understanding of marketing problems—giving the student a foundation for investigating more comprehensive references. A student must see the whole picture before the details can be appreciated. As a basic introductory text, Basic Marketing differs considerably from other books. First, it is designed to facilitate learning. In other words, it is intended to be a learning aid—helping the student and instructor to accomplish specific objectives (which begin each chapter and are discussed in the Teacher's Manual). Second, it has a logical flow from chapter to chapter—taking an integrated, analytical approach to both macro- and micro-marketing problems. Third, it has a distinct and consistent focus throughout the text. While the text material, of course, is similar to that found in many other texts—the focus definitely is not. We will be primarily concerned with micro-marketing. That is, we will see marketing through the marketing manager's eyes—because that manager can affect the performance of both the individual firm and the macro-marketing system. Marketing strategy planning—including designing a marketing mix (but not day-to-day implementation)—is stressed to give the student the big-picture view of micro-marketing. This planning takes place within a dynamic social and political V