1003MKT Lecture Notes - Lecture 1: Change.Org, Corporate Social Responsibility, American Marketing Association
Marketing Assessment Summary:
Diagnostic quiz- open from Mon 27th Feb- Friday 10th March
Two quizzes (10% each)- open from March 14th-20th
• Open from April 18-24
Situation analysis (40%)- open from Friday 7th April 17.00
Marketing Plan (40%)- open from Friday 26the may 17.00
Chapter one
1. Define marketing, and explain the marketing process?
• Linking the product or the service to the customers
• Being creative in the way you present your product
2. Outlie the 4Ps of the arketig i
• Price, product, promotion and place
3. Discuss the importance of ethics and corporate social responsibility (CSR) in
marketing
Definitions of marketing:
• Many definitions exist:
o The profitale satisfatio of ustoers eeds ad ats
o A usiess philosoph that puts ustoers at the center of all planning
o The atiit, set of istitutios, ad proesses for reatig,
communicating, delivery and exchanging offerings that have value for
ustoers, liets, parters ad soiet at large Aeria Marketig
Association)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Diagnostic quiz- open from mon 27th feb- friday 10th march. Two quizzes (10% each)- open from march 14th-20th: open from april 18-24. Situation analysis (40%)- open from friday 7th april 17. 00. Marketing plan (40%)- open from friday 26the may 17. 00. Value: a perso(cid:374)(cid:859)s o(cid:448)erall assess(cid:373)e(cid:374)t of the utilit(cid:455) of a(cid:374) offeri(cid:374)g (cid:271)ased o(cid:374) perceptions of what is received and what is given. It is unique for each individual and evolves continually: value refers to the (cid:858)total offeri(cid:374)g(cid:859) (cid:894)or (cid:862)bundle of benefits(cid:863)(cid:895) Marketing exchange: something for something, (cid:862)the (cid:373)utuall(cid:455) (cid:271)e(cid:374)efi(cid:272)ial tra(cid:374)sfer of offeri(cid:374)gs of (cid:448)alue (cid:271)et(cid:449)ee(cid:374) the (cid:271)u(cid:455)er a(cid:374)d seller(cid:863, a successful exchange involves, two or more parties, each with something of value desired by the other party. The (cid:858)(cid:373)arketi(cid:374)g (cid:373)i(cid:454)(cid:859) or the (cid:858)4ps(cid:859): the 4ps: a set of (cid:448)aria(cid:271)les that are u(cid:374)der the (cid:373)arketer(cid:859)s (cid:272)o(cid:374)trol i(cid:374) (cid:272)reati(cid:374)g a(cid:374) offering for exchange, product (ch7, price (ch8, promotion (ch9, place (distribution) (ch10)