MKTG 2800 Chapter Notes - Chapter 1: Relationship Marketing, Target Market, Marketing Mix

• School: University of Denver
• Department: Marketing
• Course: MKTG 2800
• Professor: Tia Quinlan- Wilder

Document Summary

Marketing 2800 chapter 1 creating customer relationships through marketing. Marketing- the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing seeks to discover the needs and wants of prospective customers and to satisfy them. Exchange- the trade of things of value between a buyer and a seller so that each is better off after the trade. What is needed for marketing to occur: two or more parties with unsatisfied needs, desire and ability to satisfy those needs, a way for the parties to communicate, something to exchange. Focus on customer benefit and learn from past mistakes. Market- people with both the desire and the ability to buy a specific offering. Target market- one or more specific groups of potential customers toward which an organization directs its marketing program.