LEARNING OBJECTIVES
LO 1-1 Identify typical misconceptions about marketing, why they persist, and the
resulting challenges for marketing management.
LO 1-2 Define what marketing and marketing management really are and how they
contribute to a firm’s success.
LO 1-3 Appreciate how marketing has evolved from its early roots to be practiced as it is
today.
LO 1-4 Recognize the impact of key change drivers on the future of marketing.
Chapter Outline
I. WELCOME TO MARKETING MANAGEMENT
II. MARKETING MISCONCEPTIONS
, A. Behind the Misconceptions
i. Marketing is Highly Visible by Nature
ii. Marketing is More Than Buzzwords
B. Beyond the Misconceptions and Toward the
Reality of Modern Marketing
III. DEFINING MARKETING
, A. Value and Exchange are Core Marketing
Concepts
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
B. Focus on Production and Products
C. Focus on Selling
D. Advent of the Marketing Concept
i. The Marketing Mix
, E. Beyond the Marketing Concept
i. Differentiation Orientation
ii. Market Orientation
iii. Relationship Orientation
iv. One-to-One Marketing
LO 1-1 Identify typical misconceptions about marketing, why they persist, and the
resulting challenges for marketing management.
LO 1-2 Define what marketing and marketing management really are and how they
contribute to a firm’s success.
LO 1-3 Appreciate how marketing has evolved from its early roots to be practiced as it is
today.
LO 1-4 Recognize the impact of key change drivers on the future of marketing.
Chapter Outline
I. WELCOME TO MARKETING MANAGEMENT
II. MARKETING MISCONCEPTIONS
, A. Behind the Misconceptions
i. Marketing is Highly Visible by Nature
ii. Marketing is More Than Buzzwords
B. Beyond the Misconceptions and Toward the
Reality of Modern Marketing
III. DEFINING MARKETING
, A. Value and Exchange are Core Marketing
Concepts
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
B. Focus on Production and Products
C. Focus on Selling
D. Advent of the Marketing Concept
i. The Marketing Mix
, E. Beyond the Marketing Concept
i. Differentiation Orientation
ii. Market Orientation
iii. Relationship Orientation
iv. One-to-One Marketing
