COMM 223 Lecture Notes - Lecture 3: Monopolistic Competition, Telecommuting, Takers

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Hon Fung Li

Document Summary

The actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Have to see how they are affecting your performance. Involves larger societal forces, more influential, and powerful. Marketing must consider other parts of the organization, including finance, r&d, purchasing, operations, and accounting. Marketing decisions must relate to broader company goals and strategies. Marketers must watch supply availability and pricing. Effective partnership relationship management with suppliers is essential. Companies who promote, sell, and distribute goods to final buyers. Include resellers (wholesale), physical distribution firms, marketing services agencies and financial intermediaries. Companies must work with their intermediaries as partners rather than simply as channels through which they sell their products. The five types of customer markets: consumer: people like us. Individual customers that buy for personal use: business: selling to businesses, paper company selling to a company, reseller: wholesaler, government, international: companies selling internationally.