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Presentation transcript:

Chapter 1-1

Figure 1.2 The Marketing Management Cycle Chapter 1-2

Marketing Defined According to the American Marketing Association, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. [i] “AMA Board Approves New Marketing Definition,” Marketing News, (March 1, 1985), p.1. Chapter 1-3

Marketing Mix Traditional Hospitality Price Product Place Promotion Product-service mix Presentation mix Communications mix Distribution mix (?) Chapter 1-4

Marketing Environment Economic Social Competitive Political and Legal Technological Chapter 1-5

Marketing within the Organization Operations Finance Human Resources Management Research and Development Chapter 1-6