ADMS 2200 Lecture Notes - Strategic Alliance, Marketing Myopia, Marketing Strategy

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Marketing: the art and science of satisfying customers. Utility want-satisfying power of a good or service. Four types of utility: form (production) conversion of raw materials and components into finished goods and services. I. e. ipod, shirt from mark"s work wearhouse: time (marketing) availability of goods and services when consumers want them. Dental appointment, digital photographs: place (marketing) availability of goods and services at convenient locations. Soft-drink machines outside gas stations; on-site day care; banks/atm in grocery stores: ownerships (possessions) (marketing) ability to transfer title to goods or services from marketer to buyer. Retail sales (in exchange for currency or credit-card payment: organizations must create utility and customers to survive, activities marketers perform to create customers: Identifying customer needs: designing products to meet those needs, communicating information, making the products available when and where customers want them, pricing merchandise and services, providing service and follow-up.