Professional Documents
Culture Documents
1
1
1
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) Money of Buyers)
Information
Structure of Flows
Resources Resources
Money Resource Money
markets
Services,
money Taxes,
goods
Services, Taxes
money
Manufacturer Government Consumer
markets markets markets
Taxes,
goods Services
Services, Taxes,
money goods
Money Money
Intermediary
Goods, services markets Goods, services
The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Customer Conven-
Solution Price Promotion ience
Customer Communication
Cost
Company Orientations Towards
the Marketplace
Consumers prefer products that are
Production Concept widely available and inexpensive
Top
Management
Middle Management
Front-line people
Customers
Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
s
C
er
us
om
t
Top
om
t
us
manage-
er
C
s
ment
Evolving Views of Marketing’s
Role
Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing
Fi
du
n
o
an
Pr
ce
Marketing Customer
re
Hu ur
ce M
so
ur an
n ar
s
ma ces
ce
ke
so m
i n tin
F
re Hu
n
Marketing
Customer
re
Hu ur
so
e
ma ces
n c
a
n
n
Fi