MKTG 317 Lecture Notes - Lecture 1: Better Business Bureau, American Marketing Association, Chatr

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

American marketing association (2013: marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, parents and society at large. Previous: build strong customer relationships in order to capture value from customers (2007, influence choice whenever an individual or an organization has a choice to make (2010) Common elements b/w current and old: stakeholders, exchange, value, relationships. Marketers create unnecessary demand for products people don"t really need . Brand that helps satisfies your need specific product to satisfy your need: demands wants backed by buying power (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) Making things cheap and available: product concept. Quality, performance, features i. e. food must be tasty: selling concept. Needs and wants: societal marketing concept. Value = what you get is greater than what you give up. Needs: something to satisfy a desired state: eg.