ADM 2320 Lecture Notes - Lecture 1: Relationship Marketing, Marketing Mix, Viral Marketing

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Marketing is the organizational function subject to constraints, establishing mutually satisfying product exchange relationships between two interested parties. Parties can include: places, properties, organizations, information, ideas, goods, services, experiences, events, persons, etc. Augmented product non-physical part of the product using installation, warranty, after- sale service, delivery: fly now, pay later. Actual product physical product or service: the flight itself and features. Core product the benefit of the product or service that makes it valuable to the customer: speed since the flight will take you places quickly. Needs: person feeling physiologically deprived of basic necessities, such as food, clothing, shelter, and safety. It is the difference between a consumers" actual and some ideal or desired state. person"s knowledge, culture and personality. It is the desire to satisfy need in ways that are. Wants: the particular way in which a person chooses to satisfy a need; it is shaped by a influenced by culture and society.