Introductory ideas on Marketing Management

The following is a discussion agenda on the introductory notions on Marketing Management:

1. The definition of marketing
2. The scope of marketing and major marketing tasks
3. Major markets:
• consumer markets
• business markets
• global markets
• nonprofit and governmental markets
4. Core marketing concepts
• target markets and segmentation
• marketplace, marketspace and metamarket
• marketers and prospects
• product, offering, and brand
• value and satisfaction
• exchange and transactions
• relationships and networks
• marketing channels
• supply chain
• competition
• marketing environment
• marketing program
• Company orientations toward the marketplace
• the production concept
• the product concept
• the selling concept
• the marketing concept
• integrated marketing
• the customer concept
• the societal marketing concept
5. How business and marketing are changing
• company responses
• marketer responses

Reference
Kotler, P. (2003) "Chapter 1: defining marketing for the twenty-first century" in Marketing Management, Prentice Hall.