Instructions For this activity, prepare a reflection paper, and consider the concepts that you have learned during your readings. Think about what you understand completely and what did not quite make sense. The purpose of this assignment is to provide you with the opportunity to reflect on the material you have read and to expand on it. This is not a summary. In the Unit I introduction to this course, Theodore Levitts remarks about the contrasting needs of the seller and the marketer were shared. Levitt described how satisfying the needs of the customer is now the pathway to marketing success. This concept and others related to the four Ps of product, price, promotion, and place were further explored throughout the units. For this reflection paper, respond to these three prompts: ? Reflect on how this introductory marketing course has changed your view of how the field of marketing works. ? What was the most surprising thing you learned? What do you need to learn more about? ? Do you see the rise of consumer power through evolving changes in technology? If so, how? If not, why not? Your reflection paper must be at least four pages in length and formatted according to APA guidelines. If you use any paraphrased or quoted material, you must have accompanying in-text citations and references. Title and reference pages do not count toward the minimum length requirement. Unit 1 Introduction . Some people equate marketing with the high-pressure salesperson knocking on your door during dinner trying to sell you a product. Others view marketing in terms of the hordes of junk mail they receive or the endless commercials they endure during their favorite movie. Is that all there is to it? My answer to you is no, this is not what marketing is all about. The firms that sell you their products and services this way may tell you this is all there is to marketing. These are examples of confrontational sales pitches, bulk mailings, and mass advertising. This is not what I intend to teach you how to do in this class. Individuals and firms that want to be successful in the future do not create needs that do not exist. Rather, they are skillful in identifying needs that exist and meeting those needs with a quality product or service. Modern marketing, defined as a broad concept, is all the activities involved in meeting the wants and needs of the customer. A major component of marketing is segmentation, the process of dividing consumers into groups and targeting one or more of them to market a product
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