COM 250 Lecture Notes - Lecture 11: Green Marketing, Barter, Marketing Myopia

• School: University of Victoria
• Department: Commerce
• Course: COM 250
• Professor: Saeed Rahman

Document Summary

Marketing is about understanding the needs of the customer. Helps to shape the products and services of a firm, based on an understanding of what the customer is looking for. Production orientation: focuses on marketing as a messenger. Companies no longer simply produce a product and expect willing customers to be waiting to buy whatever they are selling. Marketing concept: focuses on linking the needs of customers with the competencies of an organization seeing to meet those needs. Relationship marketing: is a strategy that focuses on keeping and improving relationships with current customers. To build trust, companies have to be willing to share their stories with customers and listen to and act o(cid:374) (cid:449)hat (cid:272)usto(cid:373)er"s desire. Customer value is the relationship between benefits and the sacrifice necessary to obtain those benefits. Customers value goods and services that are of the quality they expect and are sold at prices they are willing to pay.