Intro to Business › Section K · Products and pricing › Topic K.1
The marketing concept
Marketing is not just advertising. It starts with what customers need, shapes everything the firm makes and does, and pays off in customers who come back for years.
In this topic
- What marketing really is
- Needs, wants and the right principle
- Marketing is not the same as selling
- How business thinking evolved
- The three parts of the marketing concept
- Worked example: naming the orientation
- Customer value and customer satisfaction
- Relationship marketing
- Worked example: the value of a loyal customer
- Common mistakes to avoid
- Key takeaways
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