UNIT 1

1. What are the two perspectives of marketing? Philosophy and

Technique.
2. Who first mentioned the concept of marketing-mix? Neil Borden.
3. What is the current concept of marketing? The current concept
arises from the cusmers or users needs which is what guides
production.
The current concept of marketing is an unction of the company and its
aim is to establish the systematic efforts of the company according to a
plan.
4. Do all companies are marketing oriented? No, companies can be
Sales or Marketing oriented.
No, some of them are sales oriented
1 What is the difference between the four "p" and the "four cs.
From a customerss point of view, the 4 Ps of marketing become the 4
Cs.
The difference is the point of view, the four cs are costumers point of
view.

1 What decisions includes sales management? Includes by one hand,

strategic decisin: setting sales team, determining its size, design sales
territories, the allocation to the same vendors, sating sales quotas and
planning visits, on the other hand, every decisions such as selection
training, motivation supervisin and compensation of sales team.
5. What is relationship marketing? Relationship marketing is the
establishing of long-term, stable relationship with a customer.
6. What is the current organization of a marketing department?
a. Structure by products - One product manager for each one.
b. Structure by markets:
i. Geographical.
ii. Distribution channels.
iii. Product Consumers or end user groups.
This marketing structure allows for different types of specialization:
By products; a product manager is needed for each one of them.
By markets, understood to be:
Geographical.
Distribution channels.
Product Consumer or end user groups.