MKTG 2101 Lecture Notes - Lecture 1: Promotional Mix, Marketing Mix, Communication

• School: Temple University
• Department: Marketing
• Course: MKTG 2101
• Professor: thompson

Document Summary

Marketing: what is it: the consumer is at the center of marketing activity, but it s a two way street, marketing is first and foremost about satisfying customer needs in a profitable manner. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing seeks to deliver value to everyone who is affected by a transaction. Marketing includes many different activities: more than just sales and advertising, supply chain management and retailing, branding and new product development, market research, segmentation/ targeting/ positioning, other promotional mix elements. **communication skills are one of the most important within marketing because there are so many interconnected parts of the wheel** Marketing is a process by which managers determine and implement the strategies that will help the brand and the firm achieve both short and long-term objectives.