MGCR 352 Lecture Notes - Lecture 1: Social Marketing, Ecrm, Market Segmentation
21 Nov 2018
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Document Summary
Ch. 1 creating customer value, relationships and experiences through marketing. Marketing: the activity for creating, communicating, delivering and exchanging offering that benefit the organization, its stakeholders and society at large. Note that the emphasis is on delivering genuine benefits in offering good, services, ideas and experiences marketed to stakeholders. Stakeholders: anyone who has interest on purchasing. The four requirements for marketing to occur. Two or more parties with unsatisfied needs. Desire and ability to satisfy these needs. A way for the parties to communicate. Ultimately, the people, but also organizations with a desire to buy. A market is people with the desire and with the ability to by a specific product. Goods (tangible), services (intangible) and ideas for profit and / or social causes. Marketing cause and programs designed to influence the behavior of individuals and benefit the society as a whole, but not the marketer. Marketing"s first objective its discovering consumer needs.
