COMM 131 Chapter Notes - Chapter 1: The Digital Age, Sport Chek, Breakfast Sandwich

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Nicole Robitaille

Document Summary

Twofold goal is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Critical to the success of every organization. Today"s marketers want to become a part of your life, helping you live their brands. Process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Aim of marketing is to make selling unnecessary: understand the marketplace and customer needs and wants. Needs are states of felt deprivation (eg. social needs for belonging and affection, basic part of the human makeup) Wants are the form humans needs take as they are shaped by culture and individual personality (canadian needs food but wants a breakfast sandwich and coffee from tims horton) Demands are human wants that are backed by buying power. Marketing myopia: sellers only focusing on their products and not the benefits/experiences produced by these products.