SPAD-2036EL Lecture Notes - Lecture 1: Customer Service, Retail, Kodak
7 Mar 2019
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Document Summary
Requirements for marketing to occur: two or more parties with unsatisfied needs, desire and ability to satisfy these needs, a way for the parties to communicate, something to exchange. How marketing discovers and satisfies consumer needs: marketing"s first task: discovering consumer needs, mostly is done by market research. Spad-2036: why is it important to differentiate them, to convert needs to wants, marketers, focus on the benefits of goods and services, should listen to consumer needs, require skill. Satisfying consumer needs: target market, the four ps; controllable marketing mix factors, product, price, promotion, place, the uncontrollable, environmental factors. Marketing mix (4ps: the marketing manager"s controllable factors; the marketing actions that he or she can be used to create, communicate, and deliver value. Satisfy consumer needs by designing a marketing program by having the right combination of the. Marketing program: a plan that integrates the various elements of the marketing mix to provide a good, service, or idea to prospective buyers.
