Accounting MRK108 Chapter Notes - Chapter 1: Customer Retention, Customer Relationship Management, Marketing

• School: Seneca College
• Department: Accounting
• Course: Accounting MRK108
• Professor: Ruggero

Document Summary

Activities of marketing: sales, advertising, and promotion: based on what the customer is looking for, satisfy needs, help shape the products and services, understanding the customer. The production orientation: (cid:862)field of drea(cid:373)s orie(cid:374)tatio(cid:374)(cid:863, building products. The sales orientation: established sales techniques, convince, give customer choice, creating market share, building sales volume, sales pitch are encouraged, sales materials. Print ads: some hard sell, aggressive sales techniques. The marketing company orientation: coordination of marketing activities. Public relations: customers are grouped in segments, understanding customers before acting, marketing concept. Linking needs of customers with competencies of an organization seeking to meets those needs: marketing and persuasion are intermixed, emotions are tied to basic needs of customers. Societal marketing orientation: both consumer and society wants, longer-term impacts on the customer and environment when customer seek and satisfy needs, greater government involvement. Happy meal: fries -> apple slices, health information, donate 10 cents charities.