MCS 1000 Chapter Notes - Chapter 1: Customer Relationship Management, Marketing Mix, Tim Hortons

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Marketing: the activity of creating, communicating, delivering, and exchanging offerings that benefit the organization. X advertising (this is a communication tool for marketers) X common sense (effective marketing required expertise in understanding consumers and the marketplace which goes beyond common sense) The marketing process: a continuous process requiring marketers to pay attention to detail and apply strategic, analytical, and creative-thinking skills, throughout the cycle, marketers evaluate program success, implementing and recommending future changes to strengthen efforts. So(cid:272)ial marketi(cid:374)g: desig(cid:374)ed to i(cid:374)flue(cid:374)(cid:272)e (cid:271)eha(cid:448)ior that"ll (cid:271)e(cid:374)efit so(cid:272)iet(cid:455). Advocacy advertising: a tool used by social marketers. Who (cid:271)u(cid:455)s/uses (cid:449)hat"s (cid:271)ei(cid:374)g (cid:373)arketed: consumers (the person in line to buy coffee, buyers (business buying coffee from colombia, customers (franchisee like tim hortons) Who benefits from good marketing: consumers who buy, organization who sells, society. In the long-term, effective marketing builds markets and attracts competition which improves the quality of products/services and lowers their prices too.