MCS 1000 Lecture Notes - Lecture 1: Industrial Revolution, Micromarketing, Strained Yogurt

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

Document Summary

Marketing is the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, it"s stakeholders and society at large. Market people with the desire and ability to buy a specific product. Social marketing designed to influence the behaviour of individuals in which benefits accrue to those individuals or to society in general and not the marketer. Ultimate consumer are people who use goods and services purchased for a household. Organizational buyers units, suchs as manufacturers, retailers, or government agencies that buy goods and services for their own use or resale. Target market one or more specific groups of potential consumers toward which an organization directs its marketing program. Marketing mix the marketing managers controllable factors. Marketing program a plan that integrates the marketing mix (4 p"s) to provide a good, service or ideato prospective buyers. Marketing concept the idea that an organization should strive to satisfy the needs of consumerswhile also trying to achieve the organizations goals.