MARK20100 Lecture Notes - Lecture 1: Relationship Marketing, Personal Selling, Sales Promotion
Document Summary
Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. The first objective in marketing is discovering the needs of prospective customers. But these prospective customers may not always know or be able to describe what they need and want. When apple built its first apple ii personal computer and started a new industry, consumers didn"t really know what the benefits would be and had to be educated about how to use personal computers. A principal activity of a firm"s marketing department is to scrutinize its consumers to understand what they need and want and the forces that shape those needs and wants. Market, which is people with both the desire and the ability to buy a specific offering. These four elements are the controllable factors product, price, promotion, and place that can be used by the marketing manager to solve a marketing proble.
