Fundamentals of marketing Zusammenfassung ( summary)

Fundamentals of marketing Zusammenfassung ( summary) 1.The Marketing Concepts Definition of Marketing Sparling (1906) “...those commercial processes which are concerned with the distribution of raw materials of production and the finished output of the factory.” Key ideas: • Focuses primarily on distribution. • Centers on raw materials and finished goods. • Reflects an early industrial perspective, where marketing was mainly about logistics and supply American Marketing Association (AMA), 2013 “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Key ideas: • A broader and more modern definition, which includes creation, communication, delivery, and exchange. • Emphasizes value and relationships with multiple stakeholders (customers, partners, society)