COMMERCE 2MA3 Lecture Notes - Lecture 1: Frederic Tudor, Marketing Myopia, Relationship Marketing
4 May 2016
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Document Summary
Conversion of raw materials and components into finished goods and services. Availability of goods and service when customers want them. Availability of goods and services at convenient location. Ability to transfer title to goods or services from marketer to buyer. Organizations must create utility for customers to survive, so marketer activities include: Make products available to customers that want them. Marketing is an organizational function and a set of processes for: Managing customer relationships in ways that benefit the organization and its stakeholders. Activity in which 2+ parties give something of value to each other to satisfy perceived needs. If an exchange doesn"t occur, marketing has still occurred in an attempt to pursue a successful exchange. Stressing efficiency in producing a quality product, with the attitude toward marketing that a good product will sell itself . Characterized by production shortages and intense consumer demand. Lots of excess, advertising increased, marketing activity focused on sales.
