24108 Lecture Notes - Lecture 1: Marketing Mix, Swot Analysis, Corporate Social Responsibility
Document Summary
Week 1 - introduction to marketing, the marketing environment and market analysis. Marketing evolution: societal market, marketers need to orientation: designing products that make society better. (environment, etc. ) learn what customers, clients, partners and society want in order to successfully market a product. Customer continually preferences evolve, there is ongoing change. Marketing exchange: exchange: the mutually beneficial transfer of offerings of value between the buyer and seller, marketing exchanges involve: Two or more parties with something of value desired by the other party. Value a perception: value = quality + price evolves continually & unique for each individual, a (cid:272)usto(cid:373)er(cid:859)s assessment of the utility of an offering based on perceptions of what is received and what is given. 24108 marketing foundations: clients: (cid:858)(cid:272)usto(cid:373)ers(cid:859) of the produ(cid:272)ts for (cid:374)ot-for-profit organisations, partners: all organisations/individuals involved in the activities of the exchange process, society: body of individuals living as members of a community ultimate beneficiary of marketing.
