MKTG 2150 Lecture Notes - Lecture 8: Customer Relationship Management, Marketing Mix, Psychographic
8 Feb 2020
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Document Summary
The essence of marketing: brands need to stand out, focus on customer needs, build loyalty, create customer value, target vs. Shotgun approach: the 4 p"s of marketing. The marketing process: what are the corporate goals, what are the marketing objectives, how will we plan and manage the marketing to achieve the goals and objectives, marketing is not just about money! It"s the perceived value, wealth is created from creating value. What can be marketed: product, good, service. Characteristics of a market: demographic, psychographic, geographic, buying behaviour. The marketing mix: the 4 p"s of marketing, product, price, place, promotion. The evolution of marketing: started in the 1900"s, sales was the main driver until the 1950"s, marketing concept puts the customer first, today it"s traditional marketing vs. digital marketing. Inbound marketing creative content to attract the market (ex. Blog, social media: outbound marketing reaching out with advertising and selling (ex.
