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Chap 1 Marketing PDF
Chap 1 Marketing PDF
Chap 1 Marketing PDF
• Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs
Short-term Long-term
customers customers
Projected loyalty
Copyright © 2011 Pearson Canada Inc. Chapter 1 – Slide 34
So, What Is Marketing?
Pulling It All Together
Major Developments
• Challenges
– The Digital Age
• Advances in
– Rapid Globalization
computers,
telecommunications
– Ethics and Social
responsibility information,
– Not-for-profit transportation
– Customer research and
Marketing
tracking
– Product development
– Distribution
– New advertising tools
– 24/7 marketing through
Copyright © 2011 Pearson Canada Inc.
the Internet
Chapter 1 – Slide 37
The New Marketing Landscape