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Marketing Concepts And Strategies 9th Edition By Sally Dibb, Dr. Lyndon Simkin, William M. Pride, O.C. Ferrell Chapter 1-24) INSTRUCTOR SOLUTIONS MANUAL

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INSTRUCTOR SOLUTION MANUAL FOR 1 MARKETING CONCEPTS AND STRATEGIES, 9TH EDITION SALLY DIBBDR. LYNDON SIMKINWILLIAM M. PRIDEO.C. FERREL CHAPTER 1-24 CHAPTER 1 The marketing concept OBJECT... IVES          To define marketing. To appreciate the context of marketing and marketing orientation. To explain the marketing process. To understand the importance of marketing. To gain insight into the basic elements of the marketing concept and its implementation. To understand how the marketing concept has evolved and some of the current ‗hot‘ themes. To appreciate the major components of a marketing strategy and the marketing mix. To gain a sense of general strategic marketing issues, such as marketing opportunity analysis, target market selection and marketing mix development. To grasp the ethos and structure of this book. PURPOSE AND PERSPECTIVE The purpose of this chapter is to give students an overview of what marketing is and provide a general framework for studying the field of marketing. First, we explore several definitions of marketing and introduce some basic terminology. Next, we show why the study of marketing is important and relevant to students. Because we believe that an understanding of the marketing concept is fundamental, we devote several pages to this area. Then we discuss the basic components of the marketing concept, its evolution and its implementation. Then we provide an overview of strategic marketing management and describe in general what a marketing strategy is. We examine four generic marketing tasks: marketing opportunity analysis, target market selection, marketing mix development and marketing management. Finally, we discuss how the text is organized. We point out to students that they can use the general framework presented in Chapter 1 as an indicator of how the text is organized and as a reference for understanding how one topic fits into the total framework. Figure 1.5 depicts this framework, which is presented in the Postscript of each Part of the text. It shows (1) the central focus of that Part, (2) what has already been studied and (3) what will be studied in later Parts of the text. [Show More]

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