Monthly Archives: January 2012

“Hey, Steven!” Steven Harris looked up to see Todd Smith striding across the student parking lot at the University of South Carolina.

The “environmental marketing movement” is one result of Earth Day 1990. In response to studies indicating that consumers want environmentally friendly products, many firms have introduced “green” products, but the results...

“Marketing and Small World Communications Introduction” Lynette Jones is currently a senior marketing manager for Fond du Lac Foods, a major marketer of grocery products, where she has worked for five years. Eighteen months ago,...

“Marketing Challenges In The 1990s” Marketing operates within a dynamic global environment. Every decade calls upon marketing managers to think freshly about their marketing objectives and practices. Rapid changes can quickly make...

“Goals of Marketing System” Our marketing system consists of the collective marketing activities of tens of thousands of profit and nonprofit organizations at home and around the globe. This marketing system.affects everyone—buyers,...

“Marketing Management Philosophies” We describe Marketing Management Philosophies as carrying out tasks to achieve desired ex- changes with target markets. What philosophy should guide these marketing efforts? What weight should...

“What is Marketing Management?” Most people think of marketing management as finding enough customers for the company’s current output, but this is too limited a view. The organization has a desired level of demand for its products.

“Markets” The concept of transactions leads to the concept of a market. A market is the set of actual and potential buyers of a product. To understand the nature of a market, imagine a primitive economy consisting of only four people:...

“Exchange, Transactions, and Relationships in Marketing” Marketing occurs when people decide to satisfy needs and wants through exchange. Exchange is the act of obtaining a desired object from someone by offering something in return....

“Value and Satisfaction of Customer” Consumers usually face a broad array of products that might satisfy a given need. How do they choose among these many products? Consumers make buying choices based on their perceptions of a product’s...