MKT 3300 Lecture Notes - Lecture 1: Chobani, Relationship Marketing, Retail

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 3300
• Professor: PACYN

Document Summary

Marketing= activity for creating, communicating, delivering and exchanging offerings that benefit the organization, stakeholders and society at large. Target market = desire + ability to buy a specific offering. Four ps controllable factors: product: good or service to satisfy a need, price: exchange for the product/service, promotion: communicating the product, place: getting the product the consumer. Uncontrollable factors crest: competitive, regulatory, economic, social, technological. Best value, best price, best service and best product. Customer relationship marketing: build relationship with prospects, customers, for long term benefits, strive to meet consumer needs while fulfilling company"s mission and goals, societal marketing: satisfy consumer needs while considering effect on society. Repeat vs nonrepeat business (restaurant vs sat prep) Ultimate and organizational buyers: ultimate: consumer that actually uses the product ex: food, clothes etc. B2c: organizational: intermediate customer that ultimately resells the product. Consumer, organizations and society as a whole. hierarchy.