MGM101H5 Lecture Notes - Lecture 8: Saatchi & Saatchi, Moleskine, Kijiji

• School: UTM
• Department: Management
• Course: MGM101H5
• Professor: Anthony Mayadunne

Document Summary

In the social era, social capital represented by trust is more important than physical capital: emerging new kind of economy, reputation-based; kijiji, ebay, etc, ex. Improve quality of life (ex. drug companies often try to scare consumers that life is dangerous without it) Involves 4 eras: production era, from the time the first european settlers arrived in canada until the start of. Applying the marketing process: notice an opportunity, look into market and do some preliminary research. Identify groups of people who may be interested in your product (they will be your target market: the people you will persuade to come to your restaurant, for example. In addition to listening to customers, marketing researchers should pay attention to what employees, stockholders, dealers, consumers advocates (publicly support or recommend), media representatives and other stakeholders have to say. If golden griddle purchased the same cup of yogurt to sell to its breakfast customers, this is a b2b product.