MGTA02H3 Lecture Notes - Lecture 2: Philip Kotler, Market Segmentation, Target Market
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MGTA02H3 Full Course Notes
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Review: leading the business: an organization should have a purpose, an organization should have a direction, called "mission" That can be converted into "goals" and "objectives: people should know what they are trying to achieve and its your role to tell them. Review: managing: in order to accomplish a task, planning, organizing. Review: managing a business: managers in a business plan, organize, lead and control the transformation of factors into products that people demand, business managers plan, organize, lead and control the transformation of factors into production. Today: read chapter 2: begin by identifying the customers whose needs you hope to satisfy, research exactly what they need. What is marketing: 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 ->
