MARK20100 Lecture Notes - Lecture 1: Customer Relationship Management, Marketing Mix, Relationship Marketing
Document Summary
Chapter 1: creating customer relationships and value through marketing. Communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. to serve both buyers and sellers, marketing seeks to discover the needs and wants of perspective customers and to satisfy them. Exchange is the trade of things of value between buyer and seller so that each is better off after the trade. The marketing department works closely with a network of other departments and employees to help provide the consumer-satisfying products required for the organization to survive and prosper. The marketing department is responsible for facilitating relationships, partnerships, and alliances with the organization"s customers, its shareholders, its suppliers, and other organizations. Environmental forces involving social, economic, technological, competitive, and regulatory considerations also shape an organization"s marketing actions. An organization"s marketing decisions are also affected by and, in turn, often have an important impact on society as a whole.
