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What is Marketing?
Marketing is an exciting and diverse function of a business or
not-for-profit organization. Advertising, retailing, wholesaling,
personal selling, public relations, marketing research, product
development and product management are all components of Marketing.
Most of what consumers know about products is communicated to them
by an organization's Marketing department.
In 2004 the American Marketing Association defined marketing as:
"Marketing is an organizational function and a set of
processes for creating, communication and delivering value to
customers and for managing customer relationships in ways that
benefit the organization and its stakeholders."
Marketing Activities Include:
- Identifying customer needs
- Designing goods and services that meet those needs
- Communicating information about those goods and services to
prospective buyers
- Making the goods and services available at the times and
places that meet customers' needs
- Pricing goods and services to reflect costs, competition, and
customer's ability to buy
Providing the necessary service and follow-up to ensure customer
satisfaction after the purchase.
Source: J.P. Guiltinan and G.W. Paul, Marketing Management,
5th edition, (New York: McGraw-Hill, 1994), pp.5-6.
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Why Study Marketing at the Ancell School of Business?
- Students are our first and most important priority.
- Our faculty is dedicated to undergraduate teaching rather
than theoretical research.
- We are located near many major corporations such as IBM,
General Electric, Kraft Foods, Pepsico, etc., that provide many
opportunities for cooperative education experiences, internships
and course projects which may lead to employment after
graduation.
- Unlike some larger schools, all of our courses are taught by
full-time professors, not graduate assistants. Our classes are
relatively small (usually fewer than 25 students) which allows
more interaction and personal help from instructors.
- Our department is closely linked to the business community
through our Advisory Board and national professional
organizations.
- Our faculty have extensive business experience in addition to
the highest academic credentials.
- The atmosphere allows our students develop lasting
relationships with each other and the faculty.
- Our students are prepared for employment opportunities and
land good jobs at large and small companies.
- Our high quality educational program does not have a high
price tag.
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