MCS 1000 Lecture Notes - Lecture 1: Customer Experience, Customer Satisfaction, Influencer Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Archie Bonifacio

Document Summary

Effective marketing requires knowledge and understanding of consumers and the marketplace, while also being perceptive and intuitive. Marketing: the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society. Marketing seeks to: discover the needs and wants of prospective customers. Requirements for marketing to occur: two or more parties with unsatisfied needs, a desire and ability on their part to be satisfied, a way for the parties to communicate, something to exchange. Market: a market is people with the desire and ability to buy a specific product. The idea of idea marketing has grown over the past 3 decades. Social marketing: which is designed to influence the behaviour of individuals in which benefits accrue to those individuals or to the society in general and not to the marketer e. g. anti-smoking campaigns, heart and stroke foundation. Ultimate consumers: people who use the goods and services purchased for a household.