COMS 299 Study Guide - Final Guide: Safe Sex, Trait Theory, Fax
12 Dec 2016
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Document Summary
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The conception, pricing, promotion, and distribution of goods, services, ideas, experiences, or persons. Need to satisfy individual needs or desires. Products are concrete and their qualities can be specified. The focus is on efficiency of production and distribution. Focus on identifying customers" reasons for buying and matching customer needs to products. Efficiency of production, sales and distribution are essential but there is a strong emphasis on identifying customers" needs and motivations both overt and unconscious. All activities focus on customer satisfaction and retention. Socially responsible marketing: focus on societal issues; attempt to bridge individual motivations and consumption with societal well-being. The purpose: of target marketing allows organizations to achieve higher success if they concentrate their efforts on key groups of consumers who share certain characteristics.
