MCS 1000 Chapter Notes - Chapter 1: Customer Relationship Management, Social Media Marketing, Micromarketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Wild play: targets corporate groups seeking team-building activities, private groups look for group fun & school/ youth groups looking for adventurous fieldtrips. Marketing is not advertising (advertising is only 1 small element of marketing) Marking is not selling (experts believe effective marking can reduce need for selling) Effective marketing requires intimate knowledge and understanding of consumers & the marketplace (more than common sense) Marketing: the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders & society at large. (goods, services, ideas and experiences marketed to customers) employees, shareholders etc), and society should all benefit. Marketing seeks (1) to discover the needs & want of customers & (2) satisfy them. Organization doing the marking stakeholders affected (customers, For marketing to occur need 4 factors 1. ) 2 or more parties w/ unsatisfied needs 2. ) desire & ability on their part to be satisfied 3. ) way for parties to communicate 4. )