Chapter 01
Marketing in Today’s Business Milieu
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
1-1
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
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
1-2
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
A. Value and Exchange are Core Marketing Concepts
B. A New Agenda for Marketing
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
B. Focus on Production and Products
1-3
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
C. Focus on Selling
D. Advent of the Marketing Concept
E. The Marketing Mix
F. Post-Marketing Concept Approaches
i. Differentiation Orientation
ii. Market Orientation
1-4
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Marketing in Today’s Business Milieu
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
1-1
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
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
1-2
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
A. Value and Exchange are Core Marketing Concepts
B. A New Agenda for Marketing
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
B. Focus on Production and Products
1-3
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, Marketing in Today’s Business Milieu
C. Focus on Selling
D. Advent of the Marketing Concept
E. The Marketing Mix
F. Post-Marketing Concept Approaches
i. Differentiation Orientation
ii. Market Orientation
1-4
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
