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  root((Chapter 1: Overview of Marketing))
    sub("Definition of Marketing")
      "Activity, set of institutions, and processes"
      "Creating, communicating, delivering, and exchanging offerings"
      "Value for customers, clients, partners, and society"

    sub("Marketing Management Philosophies")
      sub("Product Orientation")
        "Focus: Internal capabilities of the firm"
      sub("Sales Orientation")
        "Focus: Selling and collecting money"
      sub("Market Orientation")
        "Focus: Satisfying customer wants and needs"
      sub("Societal Marketing Orientation")
        "Focus: Satisfying customer needs & benefiting society"

    sub("Sales vs. Market Orientation")
      sub("Feature")
        "Focus"
        "View of Product"
        "Target Market"
        "Primary Goal"
        "Tools"
      sub("Sales Orientation")
        "Company's needs & maximizing sales"
        "Product-centric; features & benefits"
        "Mass market; sell to everyone"
        "Short-term sales & profits"
        "Aggressive advertising & selling"
      sub("Market Orientation")
        "Understanding & meeting customer needs"
        "Customer-centric; solutions & value"
        "Specific market segments; tailored approach"
        "Long-term customer relationships & profitability"
        "Integrated marketing mix; customer value"

    sub("Reasons for Studying Marketing")
      "Affects daily life"
      "Important to business success (career opportunities)"
      "Significant role in society"
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