MKT-300 Lecture Notes - Lecture 2: Marketing, Market Orientation, Gopro
Document Summary
Low influence of customers high: not a lot of marketing efforts, might not have what you want, not very profitable. Focuses on the internal capabilities of the firm rather than ion the desires and. That"s why product fails e. g. new gopro no one wants it for that much. Based on aggressive sales techniques that result in high sales profits. Assumes that a sale does not depend on an aggressive sales force but rather on a customer"s decision to purchase a product. Customer value is when benefits exceed the costs. Consumer surplus added value for free can gain and retain customers. Fails to understand what is important to the firms customers care about if the customers coming back, they just want the sale. Increase benefits actually helping, people may see it as exploitative. Societal marketing orientation: needs to meet organizational objective, but also to preserve or enhance the companies best interest of individuals and society (cause related marketing)
