MARK101 Chapter Notes - Chapter 1: American Marketing Association, Corporate Social Responsibility, Marketing

• School: UOW
• Department: Marketing and Advertising
• Course: MARK101
• Professor: Dr. Greg Kerr

Document Summary

Chapter 1 introduction to marketing: corporate social responsibility (csr): a commitment to behave in an ethical and responsible (cid:373)a(cid:374)(cid:374)e(cid:396), to (cid:858)(cid:373)i(cid:374)i(cid:373)ise the (cid:374)egati(cid:448)e i(cid:373)pa(cid:272)ts a(cid:374)d (cid:373)a(cid:454)i(cid:373)ise the positi(cid:448)e i(cid:373)pa(cid:272)ts(cid:859). History of marketing: (cid:1005)93(cid:1004)(cid:859)s as competition increased, companies count rely on consumers wanting to buy everything they could p(cid:396)odu(cid:272)e (cid:894)(cid:858)p(cid:396)odu(cid:272)t o(cid:396)ie(cid:374)tatio(cid:374)(cid:859)(cid:895). They have since expanded on this, emphasising the systemic base of value co-creation and the role of social institutions and institutional arrangements. Value co-creation emerges through service exchanges modulated by institutional forces at multiple systemic levels. The marketing approach to business: marketing is used by: Businesses selling goods and businesses selling services. Private and public organisations, including governments: marketers must learn what customers, clients, partners and society want. This is an ongoing process as customer preferences are continually evolving: mobile technology is a huge opportunity for companies to collect information and data.