MKT 100 Lecture Notes - Lecture 1: Customer Relationship Management, Institute For Operations Research And The Management Sciences, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Persons, services, places, goods, experiences, events, properties, organizations. Key customer markets: global markets, consumer market: retail, between customer and business, business markets: business to business, government market. Core marketing concepts: needs, wants and demands, needs: basic necessities, such as food, clothing, shelter and safety. Things you need to survive: wants: the particular way in which a person chooses to satisfy a need, which is shaped (cid:271)y a perso(cid:374)"s k(cid:374)o(cid:449)ledge, (cid:272)ulture, a(cid:374)d perso(cid:374)ality. The customer segment or group to whom the firm is interested in selling its products and services: positioning: the mental picture that people have about a company and its products or services relative to competitors (ex. Volvo = safety, lv = red bottom heels: segmentation: look at the market and divide it into different groups, identify what groups people are in (ex. And getting the right materials at the right time: marketing environment: things happening around the company that changes the company.