Discussion Post: Market-Oriented, Facilitating an Exchange, and Marketing vs. Advertising
Prompts
The discussion post will provide you with some insight and practice in answering "open-ended" type questions that will be used in your exams. While all of the questions will prepare you for the exam, please post your answer to only one of the questions below (your choice).
• Explain how the concept of facilitating an exchange makes marketing such a universal concept
• Why do most people think of marketing as merely selling or advertising and how is this view limiting?
• Given that most firms fail to uphold at least one of the four underlying characteristics of the market-oriented philosophy, list and discuss two companies (for each of the four characteristics) that are not truly committed (in your opinion - please defend your position) to the market-oriented philosophy
Text Book: Marketing Management by Kotler, P. & Keller, K. L. (2016), 15th edition, Pearson Education.
The response must include a reference list. Using one-inch margins, double-space, Times New Roman 12 pnt font and APA style of writing and citations.