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RSM SEPT 24 MARKETING I.docx

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Department
Rotman Commerce
Course
RSM100Y1
Professor
Khan, Michael
Semester
Fall

Description
Sept. 24 – Marketing I Evolution of Marketing Production Era – up to early 1900’s (not a lot of suppliers, demand greater than supply) Selling Era – 1920’s – 1950s (factories increased supply) Marketing Concept Era – 1950’s – 1990s (figure out what customers need) Customer Relationship Management Era – 1990s+ Marketing Mix – 4 P’s – lecture slide for more info Product, Price, Place/distribution, Promotion Disney Case Study: Product: theme park/food Price: Campsites, value resorts, moderate resorts, deluxe resorts, promotions for early booking and off season booking (free meals for booking during hurricane season) Ticket price goes down the more days you stay Place: Chose to situate……… Promotion: Advertising online, tv, radio, newspaper, magazine. Emphasis on customer relations Dependence on word of mouth Applying the marketing process: Find a need Conduct research Identify a target market Design a product to meet the need based on research and conduct product testing Determine a brand name and design a package Set a price Select a distribution system Determine distribution Design a promotional program Build relationship with custom
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