ADM 2320 Lecture Notes - Lecture 2: Customer Relationship Management, Marketing Strategy, Feeling

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: AJAX

Document Summary

Kotler on marketing-it is no longer enough to satisfy customers. Production concept> product concept > selling concept > marketing concept. Production (pre-1945)[demand >supply] > sales (1945 to mid 1960s )[supply > demand] > marketing orientation (mid 1960s to early 1970s)[supply demand] > marketing concept (1970 to 1990s) The marketing concept:identify and satisfy customer needs while making a profit. Information clutter: declining brand loyalty, consumer cynicism, need for knowledge, globalization. What is driving rm: technology, need for real time mr(?, need for integrating design and manufacturing, need for knowledge, need for dialogue and integrated communications. Marketing view of a product: core product (core benefit of service) Key unique benefits you get from buying the product. Eg. furniture, book/the knowledge you get from it: actual product. Module 2: marketing strategies and marketing ethics and social responsibility. Cutting edge companies focus on knowledge based rather than -information and they creat knowledge based product.