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Essay example - A Discussion of the Marketing Concept and the Implementation of those Concepts
Pages 10 (2510 words)
The development of a macro-environment has meant that the field of marketing has had to expand its methods and beliefs as the meanings of consumerism have shifted to a global field of engagement…
Extract of sample
Music in the Macro-Environment 8 3.1 Evolving forms of Listening 8 4. Final Thoughts 11 4.1 Bagozzi’s Ideas on Transactional Exchange 11 4.2 Conclusion 13 References 14 Marketing and the macro-environment: A discussion of the marketing concept and the implementation of those concepts. 1. Introduction The development of a macro-environment has meant that the field of marketing has had to expand its methods and beliefs as the meanings of consumerism have shifted to a global field of engagement. While a global state of business means that there are more opportunities, it also means that the competition is increased through innovation and local brands that may have an advantage over an international company originating out of foreign lands. Through using concepts and ideas that directly engage the issues that arise when entering into a new market, marketing becomes defined by those issues and the ways they lend towards engaging the consumer in a variety of environments. Marketing involves a series of elements that introduce the consumer to needs in relationship to social expectations. In addition, marketing is involved in the selling of not only tangible ideas, but intangible concepts such as political ideologies, universities, communities, and performers. Exchange becomes defined by the various environments that are involved in marketing. ...
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