[MGMA01H3] - Final Exam Guide - Comprehensive Notes for the exam (59 pages long!)
Document Summary
What is marketing: advertising, product, pricing, public relations, direct mail, sales forecasts, research, incentive programs, promotions, planning, production planning, service, distribution strategy, web-site design, trade relationships, sponsorships, donations. Marketing is a transaction to satisfy needs: buyers have needs that sellers satisfy. Four factors are essential for marketing: two or more parties with unsatisfied needs, a desire and ability on their part to be satisfied, a way for parties to communicate, and transact, something to exchange. What can we market: ourselves, products, brands, companies. 3 c"s and 4 p"s of marketing: 3 c"s: customer analysis, company assessment, competition analysis, 4 p"s: product, price, placement, promotion, place. The 4 p"s are implementations of the 3"s. September 13, 2016 lecture 2: different orientations to marketing and company. Different orientations to marketing: different companies have different philosophies to marketing: production orientation, product orientation, sales orientation, marketing orientation.
