MKTG1001 Lecture Notes - Lecture 1: Customer Relationship Management, Iceberg, Services Marketing

• School: University of Sydney
• Department: Marketing
• Course: MKTG1001
• Professor: Jeaney

Document Summary

Marketing"s purpose is to persuade the public to change their opinions on a product or brand. Selling and promotion are only the tip of the marketing iceberg. Social media is a medium through which marketing is communicated en masse. The four p"s of marketing: promotion, price, place, product. Not all of these elements will be vital for every brand, i. e. an institution such as a university would not use price as a main contributing factor or in their advertising schemes. Aims to: a persuasive social activity, an organisational function, a set of processes, a form of relationship management, create, communicate, deliver and exchange, provide value, creating solutions that deliver satisfaction. Stakeholders: products, brands, services, events, political elections, places, social causes, non-profit institutions, customers, clients/businesses/organisations, brands, partners, society, company stakeholders. If marketing can encourage us to buy a ferrari, then it can also persuade us to drive it safely - or resist the temptation to steal one. - hastings 2006.