Management and Organizational Studies 2320A/B Lecture Notes - Lecture 1: Customer Relationship Management, Corporate Social Responsibility, Voice Of The Customer

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Colleen Sharen

Document Summary

Marketing a set of business practices designed to plan for and present an organization"s products and services in ways that build effective customer relationships. Marketing is about satisfying customer needs and wants. Need basic necessities, such as food, clothing, shelter, and safety. Want the particular way in which a person chooses to satisfy a need, which is shaped by a person"s knowledge, culture, and personality. Market the groups of people who need or want a company"s products or services and have the ability and willingness to buy them. Although marketers would prefer to sell their products and services to everyone, it is not practical to do so. Target market the customer segment or group to whom the firm is interested in selling its products and services. The trade of things of value between the buyer and the seller so that each is better off as a result.