1.2 Discussion Board: Market-Oriented, Facilitating an Exchange, and Marketing vs. Advertising
The weekly discussion board questions 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
Submit a detailed post of at least 300 words. Include 1 citation beyond the text (Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.) Pearson Education) in APA style.