Skip to main content

4.1 The role of marketing - notes

marketing wordle.png

\\10.10.9.2\file server\TripleA\Design\icons\small\core.gif

In this section we will examine the role, definition and nature of marketing.

By the end of this section you should be able to:

  • Examine the characteristics of the market in which the firm is immersed
  • Calculate market share from given information
  • Define marketing and describe the relationship with other business activities
  • Describe the difference between market and product orientation
  • Explain the difference between the marketing of goods and services
  • Analyse the marketing techniques of non-profit organisations
  • Describe the elements of a marketing plan

C:\Users\Paul\AppData\Local\Microsoft\Windows\Temporary Internet Files\Content.Outlook\3NXEDMZM\HL.gif

  • Analyse the influence of marketing orientation on the success or failure of firms