ARBUS302 Study Guide - Midterm Guide: Customer Experience, Customer Relationship Management, Social Media Marketing
17 Nov 2017
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Marketing: the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large. Marketing seeks to discover the needs and wants of prospective customers and satisfy them. For marketing to occur, 4 factors are required: Market: people with the desire and ability (authority, time, money) to buy a specific product. Social marketing: designed to influence the behaviour of individuals in which benefits accrue to those individuals or to society in general and not to the marketer. (idea marketing that focuses on enhancing social ends -- e. g. anti smoking campaigns). Ultimate consumers: people who use the goods and services purchased for a household. Organizational buyers: units (such as manufacturers, retailers, etc. ) that buy goods and services for their own use or for resale. There are 3 groups that benefit from effective marketing: The organization itself: mission & objectives determine what business it"s in and what goals. Organizational leaders: responsible for establishing these goals.
