MKT 100 Chapter Notes - Chapter 1: Customer Relationship Management, Droid Incredible, Blackberry Curve

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Marketing is essentially about creating value for consumers & the company"s shareholders. The blackberry is one of canada"s most successful & innovative products changing the way business executives & professionals communicate and increased efficiency of dealing w/ business. It was designed for wireless email use and w/in a few years became dominant in the market but it"s market posn has been challenged by apple"s iphone, htc"s. To consolidate & grow its market position, rim entered into the consumer market with 2 highly popular smartphones, blackberry curve & torch. Marketing involves exchanging something of value to satisfy a need. More specifically, it is a set of business practices designed to plan for & present an organization"s products/services in ways that build effective customer relationships (cdn marketing assocn). Marketing requires thoughtful planning which includes addressing ethical implications of their actions on consumers & society in general. Both firm & consumer should be satisfied w/ the value they got from the exchange.