Marketing Management, Marshall - Solutions, summaries, and outlines. 2022 updated

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