1. Chapter 1-1

2. Figure 1.2 The Marketing Management Cycle
Chapter 1-2

3. 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

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

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

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