MKT 327 Study Guide - Midterm Guide: Knowledge Management, Customer Relationship Management, Marketing Myopia
Document Summary
Societal: marketing is a social mechanism enabling specialization. Managerial & micro marketing: the set of activities for creating, communicating, delivering and exchanging value for its customers, the organization, its shareholders and society at large. Personal: marketing is the set of activates to establish and communicate one"s self mage and personal assets in order to form and sustain relationships and achieve personal goals. Physical: physical connections are created through (marketing) channels, the individuals and/or firms involved with the process of making a product or service available for examination or purchase when a customer wants and where they want it. Two or more parties providing each other something of value that is mutually beneficial: pure, repeated, relationship, market. A group of individuals or organizations with a common need and the desire and ability to satisfy that need: market creation. The co-production of community and development of network channels and relationships to connect with that community and its markets: community.
