Chapter 1

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marketing exchange:

-multiple parties

-each party has something the other wants

-communication

-free to accept/reject

-each party must want to deal with the other party

Management philosophies are where they focus their energy.

Production: focuses internally

Sales: focuses on selling

Market: what do customers want?

Societal: what do we offer to society?

Geoffrey B small video

give the customer something they need enough to give you money for it

do more than just supply a product: hold a role in the community

focus on quality

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