MKT 100 Chapter 1-18: MKT 100 Notes

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Marketing is the activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing: marketing helps create value, marketing is about satisfying customer needs and wants, marketing entails an exchange, marketing requires product, place, price and promotion decisions, marketing can be performed by both individuals and organizations. What is marketed: persons experiences informations, services events ideas, goods properties, places organizations. Key customer markets: global markets, business markets, consumer market, government market. Core marketing concepts: needs, wealth and demands, offerings and brands, target markets, positioning and segmentation, value and satisfaction, marketing channels, supply chain, marketing environment, competition. Buyers complete the exchange by giving money and information to the seller.