ARBUS101 Lecture Notes - Lecture 14: Customer Relationship Management, Situation Two, Marketing Mix
26 Oct 2015
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Document Summary
Evolution of marketing includes 5 eras: production, sales, marketing concept, market orientation, social media marketing. After wwii, competition for the customer"s dollar was fierce - businesses recognized that they needed to be more responsive to customers. Marketing orientation focus their efforts on: continuously collecting info about consumer needs and competitors capabilities, sharing info throughout the organization, using info to create value, ensure customer satisfaction. Place (getting the product some where where people will buy it) Promotion (promoting the product: the consumer drives the marketing mix, marketing decisions need to achieve the organization"s goals and objectives. The marketing research process: defining the question and determining the present situation, collecting research data (primary and secondary, focus groups, observations, analyzing research data, choosing the best solution and implementing it. Marketing managers must be aware of the surrounding environment when making (lets c) marketing mix decisions.
