[BUSI 2201U] - Final Exam Guide - Comprehensive Notes for the exam (59 pages long!)
Document Summary
Chapter 1 marketing: customer value, satisfaction, relationships, and. What marketing is and what it is not. Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization , it stakeholders, and society at large. Marketing seeks to diver the needs and want of the prospective customers and satisfy them. You need two or more parties with unsatisfied needs. A desire and ability on their part to be satisfied. A way for the parties to communicate. Market is people with the desire and ability to buy a specific product. Over the past three decades marketing is being focused on social marketing. Social marketing is designed to influence the behavior of individuals in which the benefits of the behavior accrue to those individuals of to the society in general and not to the marketer. Organizational buyers are manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their use for resale.
