COMMERCE 2MA3 Chapter Notes - Fall 2018 Chapter 1 - Engagers, Customer relationship management, IKEA
20 Sep 2018
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2ma3: chapter 1 - overview of marketing pt. Marketing can be performed by both individuals and organizations. B2b (business-to-business): selling merchandise or services from one business to another (ex. C2c (consumer to consumer): consumers sell to consumers (ex. kijiji) Marketing impacts many stakeholders: profit is not always the focus of firms, marketing works well in the non-profit sector, marketing affects stakeholders. Sustainable marketing: marketers are greening their marketing practice to show that they are socially responsible for their business practices. Marketing can benefit society at large: e(cid:454). (cid:862)got milk(cid:863) ai(cid:373)ed at diffe(cid:396)e(cid:374)t ta(cid:396)get seg(cid:373)e(cid:374)ts, created high levels of awareness about the benefits of milk consumption (+ increased consumption) in response to the use of celebrities. Sales orientation: companies view marketing as a selling function, to sell as much as possible rather than focus on making products consumers really want, focus on making sales/transaction rather than building long-term customer relationships.
