MARK20100 Lecture Notes - Lecture 4: Marketing Strategy, Connotation, Customer Relationship Management
Document Summary
Self-interest is absent which is a big incentive. So should say want marketers to try to serve the public interest, making the best guess and acting on that. Professor"s advice: let marketing stick to business and leave public policy to others. Social responsibility *social marketing = using marketing methods to try to get your social ideas accepted. Black lives matter: examples: marketing idea of respect/kindness, march for life, transaction: one"s marketing idea doesn"t want anything more, object is not profit, though sometimes need to raise money to than acceptance of the idea get message out. *strategy = a plan for using resources to achieve objectives: example: increasing awareness, connotation of strategy: fundamental long-range plan. *strategic planning = deciding on the objectives and the resources to be used to obtain the objectives advertising: example for marketing: increasing awareness through, strategic planning: process of producing a strategy, strategy: the result of strategic planning.
