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This post addresses issues related to marketing.

1. Most people think of marketing as only promotion; they only see the tip of the marketing iceberg. However, marketing is much more. Recently AMA redefined what marketing is. Their new definition is as follows:
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

Do you agree or disagree with this definition? Is marketing more than only promotion? Why? Do you think marketing creates value for society? How?

2. Marketing is the core of all business activity. It determines what products customers want and need, how to deliver those products to them, how to price those products, and how to promote those products. It is often the only interaction the customer has with the organization.
Are marketing ethics critical to successful marketing? How? Do you think marketing ethics is central to building brand loyalty? Why? How would you develop an ethical approach to marketing?

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Solution Preview

1. Marketing is definitely more than just promotion. This is one of the reasons why more and more companies have chosen to include the marketing manager/marketing VP in all top-level meetings, whereas years ago the marketing VP was never included. The marketing department has integrated more and more into the company's core strategic planning, which shows that it has developed into a profession based on strategic marketing, and more than promotions and the planning of various advertisements. We have seen this strategic integration in recent times because companies have realized the crucial role that ...

Solution Summary

This solution gives detailed discussion for each of the marketing questions presented by the student.