MCS 3030 Lecture Notes - Lecture 1: Convenience Food, Marketing Management, Market Analysis

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: chen

Document Summary

Lecture 1 (17/01/17) intro to marketing research. Marketing concept: focus on exchange between organization and consumer/customer, focus on consumer/customer needs and wants (what they are looking for, focus on using resources and activities that benefit both. Marketing research is the systematic and objective approach to the development and provision of information for the marketing management decision making process. Moving toward healthier and more sustainable practices. Consumer becoming more conscious of what they are eating. Situational analysis: assess the competitive position, define the business scope and market segments, establish competitive advantage. Is our message coming across and changing consumer perceptions: refine strategies and programs, sources of revenue, costs and profit. Marketing mix (controllable: pricing decisions, promotional decisions, distribution decisions, product or brand decisions. Information users (gets information from both types of information suppliers: general management, planning, marketing and sales managers, product managers, lawyers.