corporations, and nonprofits all use marketing to boost their public image
and compete for audiences and funds
, Information - ANSWER-disseminated knowledge
Holistic Marketing - ANSWER-Concept is based on the development, design,
and implementation of marketing programs, processes, and activities that
are based on breadth and interdependencies.
Recognizes that everything matters in marketing and that a broad,
integrated perspective is often necessary.
Four components of holistic marketing are relationship marketing, integrated
marketing, internal marketing, and performance marketing
Relationship Marketing - ANSWER-aims to build mutually satisfying long-term
relation- ships with key constituents in order to earn and retain their
business
Product Concept - ANSWER-consumers favor products offering the highest
quality, the best performance, or innovative features
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