MKTG 300 Lecture Notes - Lecture 1: Marketing
Document Summary
Definition of marketing: marketing, the activity and set of institution and property that create, communicate , delivery and exchange offer and give or provide value to customers, clients, collaborators, and partners, and people in general. 4p"s: price, product, promotions, and place: before consumers buy, they ask themself the question and if they cannot answer the question. Consumers don"t think when they need to buy the product. Marketing orientations: the ways businesses treat marketing, production/ product orientation, internal focus- they (businesses/company) can do the best. 2. sales orientation: company think that if they have aggressive sales then that they can sell it. (internal focus, fmcg- fast moving consumer good. 3. marketing orientation: (internal and external focus: they look at what they can do best and they look for, what consumers are looking for. 4. societal marketing orientation: philosophy that makes a look internal and external looks, green washing: companies make consumers think that they are green.
