Professional Documents
Culture Documents
Marketing ch1
Marketing ch1
Overview of marketing
LO
1.1
Define the role of marketing in
organisations.
LO
1.2 Explain the concept of value in
marketing.
LO
1.3
Understand why marketing is
important, both within and outside the
firm.
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Grewal, Marketing, 3e 1-8
Core aspects of marketing
Society Customers
Employees Supply
chain
By sharing information
continued
Copyright © 2021 McGraw Hill Education (Australia) Pty Ltd
Grewal, Marketing, 3e 1-34
Summing up (cont.)
• Successful firms integrate marketing
throughout their organisation.
• Marketing helps facilitate the
smooth flow of goods through the
supply chain.
• Firms ‘do the right thing’ by
considering environmental and
societal impacts.