MGTA02H3 Lecture Notes - Lecture 2: Philip Kotler, Voice Of The Customer, Business Cycle
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MGTA02H3 Full Course Notes
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Chapter 2: marketing: satisfying customer needs and wants. Goals are qualitative: become the leading brand in industry, show grandma that we love her. Objectives are quantitative: sell x number of hamburgers, open x branches in the next five years. The butcher, the brewer & the baker did not pursue their trades out of benevolence or love for humanity - adam. Smith, describing the idea that businessmen work to generate money & not for the purpose of providing the needs of society. Marketing - business function concerned with planning & organizing the creation of a product, determining a price that people will pay, making the product known & making it available to customers. A social process by adopting which individuals and groups acquire what they need and want through exchange of value philip kotler. A management system to identify, anticipate, and satisfy customer needs chartered institute of.
