IMA4820 L1 Introduction to Marketing_AY2526 Sem 2

Welcome to IMA4820 Service Marketing, Lecture 1: Introduction to Marketing. Get ready to dive into the fundamentals!By the end of this lecture, you'll grasp core marketing concepts, understand the marketing system, and learn about marketing in the service economy.Here's a breakdown of core marketing concepts, from needs and wants to products, services, and market exchange. It's a continuous cycle!For further reading, check out Hoffman and Bateson's "Services Marketing: Concepts, Strategies, and Cases." It's an excellent resource.Thanks for joining! We've covered a lot today. Do you have any questions about today's introduction to marketing concepts?