MGMA01H3 Lecture Notes - Lecture 2: History Of Marketing, Sport Utility Vehicle, Photographic Film
Document Summary
Company analysis: portfolio management and competitive advantage. Focus on operational efficiencies and cost reduction. Focus on design features and product excellence. E. g. sell the old product when the new one is coming. Organizations can provide products and services that satisfy these needs at a profit. The focus is on providing value" to the customer / worse the value or not. Selling concept undertakes a large scale selling and promotion effort. : consumers will not buy enough of firm"s products unless it. Typically practiced with unsought goods, buyers don"t normally think of buying. Focus on sell rather than building long-term customer relationship. Sell what they make rather then what market want. Marketing concept needs and wants of target markets and delivering the desired satisfactions better than competitors do. : achieving organizational goals depends on knowing the. Work well when needs exist and customer know what they want (but sometimes they don"t)
