Management and Organizational Studies 1021A/B Lecture Notes - Lecture 3: Customer Relationship Management, Marketing Mix, Tim Hortons

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Mos october 22nd intro to marketing & consumer behaviour. Marketing: the process of planning and managing goods, services, or ideas to meet consumer needs and organizational objectives. Consumer behaviour: the actions a person takes when purchasing and using products and services. Information search: problem recognition, evaluation of alternatives, purchase decision, post purchase behaviour. Situational in uences have a large impact e. g social and physical surroundings. The success of marketing depends on meeting customer needs and providing customer value. Marketer ultimate objective is to drive pro ts or generate value- advertising is only a small piece of this objective. Need: states of felt deprivation, including physical(food& safety), social (eg. belonging) and individual(eg. self-expression) needs. Customer value: bene ts received by targeted buyers, including quality, price, convenience, delivery, before/after sale service. Target market:the speci c group of existing and potential consumers to which marketers direct their marketing efforts.