MCS 1000 Lecture Notes - Lecture 1: Marketing Mix, Target Market, Social Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Toni Serafini

Document Summary

Marketing is the activity for creating, communicating, delivering and exchanging offering that benefit the organization, its stakeholders and society at large. To serve both buyers and sellers marketing seeks. 1 to discover the needs and wants of prospective customers. Four factors for marketing to occur: two or more partiers with unsatified needs, a desire and ability on their part to be satisfied, a way for the parties to communicate, something to exchange. A market is people with the desire and ability to buy a specific product. Goods, services, ideas, and experiences are marketed. Social marketing is designed to influence the behavior of individuals in which benefits accure to those individuals or to society in general and not the marketer. Both individuals and organizations buy and used goods and services that are marketed. Ultimate consumers: are people whether 80 or 8 months old that used the goods and services purchased for a household.