COMM 299 Lecture Notes - Lecture 1: Sales Promotion, Marketing
11 Feb 2017
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Learn more about yourself and your chosen field. Marketi(cid:374)g is all a(cid:271)out satisf(cid:455)i(cid:374)g stakeholder" (cid:374)eeds through a (cid:373)i(cid:454) of produ(cid:272)t, pla(cid:272)e, price, and promotion. Definition of marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large. Evolution of marketing practice: production orientation. Focus on improving production and distribution efficiency and simultaneously improve their products. Assumption that consumers will favor products that are easily available and affordable. Could become complacent and blind to changing environment: sales orientation. Problem now was how to beat the competition and get more customers to (cid:271)u(cid:455) o(cid:374)e"s produ(cid:272)ts. Invest heavily in advertising, sales promotion, and personal selling. Sell the emotional value of the product. Selling to consumers that are not actively seeking out your product. Vulnerable to competition and changes in marketplace. Customer may come to resent being sold to: marketing orientation.
