Table of Contents
- About the Authors
- What Is Marketing?
- Strategic Planning
- Consumer Behavior: How People Make Buying Decisions
- Business Buying Behavior
- Market Segmenting, Targeting, and Positioning
- Creating Offerings
- Developing and Managing Offerings
- Using Marketing Channels to Create Value for Customers
- Using Supply Chains to Create Value for Customers
- Gathering and Using Information: Marketing Research and Market Intelligence
- Advertising, Integrated Marketing Communications, and the Changing Media Landscape
- Public Relations and Sales Promotions
- Professional Selling
- Customer Satisfaction, Loyalty, and Empowerment
- Price, the Only Revenue Generator
- The Marketing Plan
Principles of Marketing, v. 1.0
by John F. Tanner Jr. and Mary Anne Raymond
Chapter 1 What Is Marketing?
What makes a business idea work? Does it only take money? Why are some products a huge success and similar products a dismal failure? How was Apple, a computer company, able to create and launch the wildly successful iPod, yet Microsoft’s first foray into MP3 players was a total disaster? If the size of the company and the money behind a product’s launch were the difference, Microsoft would have won. But for Microsoft to have won, it would have needed something it’s not had in a while—good marketing so it can produce and sell products that consumers want.
So how does marketing get done?