ADMS 2200 Study Guide - Final Guide: Philip Kotler, American Marketing Association, Marketing Myopia

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Alexander Rusetski

Document Summary

American marketing association: process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Malcolm mcnair: the creation and delivery of a standard of living. Philip kotler in a marketing article: getting the right goods and services to the right people at the right time at the right price with the right communication and promotion. : a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Bagozzi: any exchange is marketing - exchange of a drink for consideration of a sales pitch. Myopia: short-sightedness; close objects are clear; distant objects are blurred. Marketing myopia: pay more attention to the product than to the benefit/experience. Overlook that product is tool solve a problem. Arndt: (cid:373)a(cid:396)kete(cid:396)(cid:859)s (cid:396)ole is to (cid:373)o(cid:448)e (cid:272)o(cid:374)su(cid:373)e(cid:396) f(cid:396)o(cid:373) (cid:374)eed to want to demand.