MKT 100 Lecture Notes - Lecture 1: Swot Analysis

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Chapter 1 mkt 100: marketing: defined, the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large, requirements for marketing to occur, two or more parties with unsatisfied needs, desire and ability to satisfy these needs, a way for the parties to communicate, something to exchange. Social responsibility is the idea that organizations are part of a larger society and are accountable to society for their actions: marketing may be moving toward the societal marketing concept, the idea that an organization should discover and satisfy the needs of its customers while also providing for society"s well being, marketing may be viewed on two different levels, macro marketing deals with broader issues and examines the aggregate flow of a nation"s goods and services to benefit society, the marketing activities of an individual organization are called micromarketing and are the main focus of this book.