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Table of Contents
1. The Marketing Process
The marketing process refers to selecting target markets, developing a marketing mix for each target market, conducting marketing research, and scanning the external environment for opportunities and threats to the business.
2. The Emergence of the Marketing Concept
2.1 Production Concept
2.2 Selling Concept
2.3 Product Concept
2.4 Marketing Concept
2.5 Societal Marketing Concept
3. The Marketing Mix (The 4 Ps)
The traditional marketing mix elements (the 4 Ps): Product, Price, Place, Promotion
4. Services Marketing
4.1 Services Defined
Services are intangible goods or products that cannot be felt or examined before they are purchased and consumed. Marketing scholars have argued both positions, but there are some definite differences that must be recognized and understood.
4.2 Classification of Services
4.3 Characteristics of Services
4.4 Difference Between Goods and Services
4.5 Service Marketing Mix
Source: Wikipedia (2020). Services Marketing. Retrieved from https://en.wikipedia.org/wiki/Services_marketing
