ADMS 2200 Lecture Notes - Lecture 1: Relationship Marketing, Marketing Buzz, Interactive Marketing

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Seek first to understand and then to be understood . There are four original main targets of marketing. Marketing an organizational function and a set of processes for: Managing customer relationships in ways that benefit the organization/stakeholders. Stressing efficiency in producing a quality product, with the attitude toward marketing that a good product will sell itself ; production shortages. Customers will resist purchasing nonessential items; personal selling and advertising. Buyer and seller exchanges characterized by limited communications and little or no ongoing relationships between the parties. Developing long-term, value-added relationships over time with customers and suppliers; strategic alliances and partnerships. The use of online social media as a communications channel for marketing messages. Word-of-mouth messages that bridge the gap between a company and its products. Relationship marketing extends to suppliers, distributors, and customers for strategic advantage: Relationship marketing extends to business-to-business relationships with suppliers, distributors, and other partners. Moral standards of behaviour expected in a society.