18 Questions
What does Peter Drucker suggest about the relationship between marketing and selling?
Marketing is more expansive and not just about selling products.
According to Witkowski, what were the theoretical foundations of marketing when it first emerged as a separate discipline?
Classical and neo-classical economics
What is one of the key philosophies that early marketing theory adhered to?
Individualism and utilitarianism
In modern marketing, what is the focus when defining the 'best' product in the market?
Consumer perspective
What aspect of target audience understanding is highlighted as important in marketing strategies?
Designing products to meet consumer needs
What additional aspect beyond profits does modern marketing focus on?
'Giving back to society' - contributing to the wellbeing of society
What does authentic marketing focus on?
Identifying and understanding customer needs
According to the American Marketing Association, marketing involves creating, communicating, delivering, and exchanging offerings that have value for which groups?
Customers, clients, partners, and society at large
What is the primary focus of marketing in various contexts according to Kotler & Levy 1969?
Changing behavior
How is marketing described by Phillip Kotler in relation to customer relationships?
Creating long-lasting customer relationships
According to the text provided, what is the central focus of marketing?
Changing consumer behavior
What does marketing seek to accomplish according to the passage?
Changing current behavior towards future actions
What are the 4 P's in the marketing process?
Product, Price, Promotion, Place
According to Holbrook (1985), when do people engage in consumption activities?
Throughout the day, from morning till night
What are the two basic functions of a business according to Jack Trout?
Innovation and Marketing
Why do brands need to innovate according to the text?
To keep up with the relevant needs of customers
What is the significance of understanding what consumers buy according to the text?
To understand how consumers spend time and money
How does marketing contribute to business growth according to the text?
By driving growth and fueling innovation
Explore the perspectives of Peter Drucker and Witkowski on the centrality of marketing, including how marketing is not just about selling but encompasses the entire business. Understand the importance of viewing the business from the customer's perspective and how marketing responsibility should extend across all areas of an enterprise.
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