MCS 1000 Chapter Notes - Chapter 1: Root Mean Square, Ecrm, Customer Experience

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

What marketing is and what it is not: marketing is not advertising, selling or merely common sense. Marketing: the activity for creating, communicating, delivering, and exchanging offerings that bene t the organization, its stakeholders and society at large: seeks to discover the needs and wants of prospective costumers and to satisfy them. For marketing to occur you need : two or more parties with unsatis ed needs, desire and ability to satisfy these needs, a way for the parties to communicate, something to exchange. The breadth and depth of marketing: marketing today affects every person and organization. Social marketing: marketing designed to in uence the behaviour of individuals in which the bene ts of the behaviour accrue to those individuals or to the society in general and not to the marketer. Ultimate consumers: people whether 80 years or 8 months old who use the goods or services purchased for a household.