🔑 Marketing Management – Key Concepts Summary Unit 1: Marketing – Creating Customer Value Definition : Marketing is a social and managerial process where individuals and groups obtain needs/wants through exchange. Core concepts : Needs, wants, demands, market offerings, customer value & satisfaction. Process : Market research → segmentation → targeting → positioning (STP) → marketing mix (4Ps). Trends : Digital marketing, global marketing, sustainable and not-for-profit marketing. Unit 2: Analyzing the Marketing Environment Microenvironment : Suppliers, customers, competitors, publics, intermediaries. Macroenvironment : Demographic, economic, technological, natural, political, cultural. Strategic roles : Leaders, challengers, followers. Tools : Marketing Information Systems (MIS), SWOT, PESTEL, marketing research. Unit 3: Consumer Markets & Buyer Behavior Consumer behavior model : Psychological, personal, social, cultural factors. Buying...
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