COMMERCE 1E03 Lecture Notes - Lecture 14: Customer Relationship Management, Social Media Marketing, Marketing Mix
18 Dec 2016
School
Department
Course
Professor
Document Summary
Chapter 14- marketing: building customer and stakeholder relationships. The canadian marketing association defines marketing: a set of business practices designed to plan for and present an org. products or services in ways that build effective customer relationships activities buyers and sellers perform to facilitate mutually satisfying exchanges. Market: group of people with unsatisfied wants and needs who have the resources and wtb. In the past, marketing focused on helping the seller sell (distribute from the seller to the buyer) Today, marketing is about helping the buyer buy: ex. When people buy cars today, they often turn to the internet first to figure out what they want: future of marketing is doing everything you can to help the buyer buy, e(cid:454)(cid:1006). I(cid:374)stead of goi(cid:374)g to (cid:272)a(cid:373)puses, u(cid:374)i(cid:448)ersit(cid:455)"s (cid:374)o(cid:449) ha(cid:448)e (cid:448)irtual tools a(cid:374)d li(cid:448)e (cid:272)hats. Much of the future of marketing lies in mining such online conversations and responding appropriately.
