BUSN 1101 Lecture Notes - Lecture 6: Permission Marketing, Mass Marketing, Interruption Marketing

• School: Northeastern University
• Department: Business Administration
• Course: BUSN 1101
• Professor: Vincent Muscolino

Document Summary

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It includes everything that organizations do to satisfy customer needs: Coming up with a product and defining its features and benefits. Delivering it to people who buy it. Managing relationships with customers after it has been delivered. This basic philosophy satisfying customer needs while meeting organizational goals is called the marketing concept. Marketing strategy- plan for doing two things: selecting a target market and then implementing strategies for creating, pricing, promoting, and distributing products that satisfy customers" needs. A target market is a specific group of consumers who are particularly interested in a product, would have access to it, and are able to buy it. decisions. To identify this group, marketers first identify the overall market for the product (from the consumer market, the industrial market, or both).