Management and Organizational Studies 1023A/B Lecture Notes - Lecture 1: Marketing Myopia, Voice Of The Customer, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1023A/B
• Professor: Maria Ferraro

Document Summary

Lecture 1: marketing - creating and capturing customer. The process of planning, managing and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individuals needs and organizational objectives. Marketing is really manipulation: marketing can either be positive or negative, companies are taking advantage of the mind by manipulating it. Marketing must work together with the other functions of the business in order to be effective. Marketing fits in where their roles is to gather information about society (investors, customers, environmental forces) They would gather information to allocate to the business in which they can use. A company has to exist to satisfy a group of customers in which they value and would purchase. Marketing determines that it will have a purpose x to satisfy customers in a certain way y. The marketing process: good opportunity to show a relationship between a number of concepts: