MKT 702 Lecture Notes - Lecture 1: American Marketing Association, Project A, Boogie 2Nite
30 Mar 2020
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Learning objectives: synthesize: bring together the practice and theory of marketing strategy, understand, competitive decision making, environmental analysis, targeting and positioning, organizational impact on marketing. Good read: the marketing plan handbook alexander chernev. Figure 1. 2 shows the relationship between the industry and the market. Top 10 entities that are marketed: goods, services, events, experiences, persons, places, properties, organizations, information, ideas (i. e. , cosmetics market the idea of beauty and youth) Who markets: a marketer is someone who seeks a response attention, a purchase, a vote, a donation from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers. As marketers, we seek to stimulate and fulfill demand for our products. Core concepts: needs, wants, and demands, target markets, positioning, segmentation, offerings and brands, value and satisfaction, marketing channels, supply chain, competition, marketing environment, marketing planning.
