BUSI 2204 Lecture Notes - Lecture 1: Marketing, Customer Relationship Management, Data Mining
14 Dec 2017
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Document Summary
Without marketing there is no customer, marketing understanding the needs of the customers. Marketing is the activities that develop an offering in order to satisfy a customer need. A state of being where we desire something that we do not possess but yearn to acquire. Kevin roberts implored marketing practitioners to change the way in which marketing is implied. A focus on manufacturing and production quantity in which customers are meant to choose based on what is most abundantly available. Hard selling to the customer, who has greater choice thanks to more competition in the marketplace. A strong emphasis on the marketing concept and development of a more comprehensive approach to understanding the customer. Marketing and persuasion are intermixed; the customer is as much of a target of focus as the product. Marketing both targets the customer, and focuses on satisfying needs. Looking not only at the customer but expanding marketing efforts to include aspects from the external environment.
