MARK1020 Lecture Notes - Social Forces
18 Feb 2013
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Document Summary
What marketing is and what it is not: marketing defined. The ama definition: an organizational function and a set of. Processes for creating, communicating, and delivering value to. Customers and for managing customer relationships in ways that. Four things are needed for marketing to occur: A desire and ability to satisfy these needs. Goods (physical objects), services (activities, deeds or other basic intangibles) and ideas (intangibles involving thoughts about actions or. Behaviour of individuals by which benefits accrue to. Those individuals or to society in general and not to. Consumers are people who use the goods and services. Marketing"s first objective is discovering the needs of. A need occurs when a person feels deprived of. A want is a need that is shaped by a person"s. Need for a product, but shapes a person"s. An organization does not have the resources to satisfy. The needs of all consumers, so it focuses on the needs of.
