COMM 231 Chapter Notes - Chapter 1: Social Media Marketing, Yoplait, Market Analysis
24 Dec 2016
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Marketing section 1: marketing overview: marketing: the art, the science, the definitions. Marketing: the process of planning the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The goal of a company is to stay one step ahead of the competition by offering goods and services that provide customers with value: marketing today: keeping pace with change. Consumers have unlimited choices, so the quality of an organization"s marketing activity will determine whether it succeeds or fails: there is currently a need for organizations to show environmental concern and act in a socially responsible manner. Organizations must also contend with changing technology: the importance of marketing. Marketing monitors the external environment and recommends strategic changes to take advantage of new opportunities: marketing is necessary to identify the right products to successfully meet consumer needs in a pro table way.
