MKT 3305 Lecture Notes - Lecture 1: Market Segmentation, Value Proposition, Marketing Plan
Document Summary
1 welcome to the world of marketing. Marketing is first and foremost about satisfying customer needs in a profitable manner: while companies need to be profitable to survive, marketing is just as important for non-profit and government agencies. Marketing encompasses activities and process that create, communicate, and deliver value-based exchanges. Marketing is the activity , the following activities are essential to marketing a product or service: market research, product development, pricing the produce, communicating about the product, getting the product to the consumer. Institutions represents the number of entities involved: processes indicates that there are step by step requirements that are continual. Internet and social media: advertising agencies, media buyers, governments. For creating, communicating, delivering, and exchanging : the four p"s of marketing are necessary for communicating the existence of a product, delivering it to the end use, and exchanging something of value for it, product, promotion, place, price.
