MGCR 352 Lecture Notes - Lecture 1: American Marketing Association, Health Canada, Social Media Marketing

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Mgcr352 intro to marketing, chapter 1 study notes: Definition: it"s an activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customer, clients, partners, and society at large. (definition form the american marketing association) In order to serve both buyers and sellers, marketing seeks: to discover the needs and wants of prospective customers, to satisfy them (including both individual and organizations) Definition: a market is people with desire and ability to buy a specific product. (all markets are ultimately people) Every organization markets (including manufacturing, retailing, services-providing, government, city, provinces, even non for profits organizations) What is marketed: goods (physical objects, services (activities, deeds, or other basic intangibles, ideas (intangibles involving thoughts about actions or causes, experiences. It"s designed to influence the behaviour of individuals in which benefits accrue to those individuals or to society in general and not to the marketers. (e. g. the anti-smoking campaigns by health.

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