MGCR 352 Lecture Notes - Customer Experience, Social Media Marketing, Ecrm
21 Apr 2013
School
Department
Course
Professor
Document Summary
Marketing: the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large. To serve both buyers and sellers, marketing seeks. To discover the needs and wants of prospective customers. Social marketing: marketing designed to influence the behavior of individuals in which the benefits of the behavior accrue to those individuals or to the society in general and not to the marketer ie antismoking campaigns. Ultimate consumers: use the goods and services purchased for a household. Organizational buyers: manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for sale. Want is a felt need that is shaped by a person"s knowledge, culture, and personality. Concentrate on a certain consumer need, for a specific group. Target market: one or more specific groups of potential consumers toward which an organization directs its marketing program. Price: list prices, discounts, allowances. , credit terms, payment period.
