MKT-450 Lecture Notes - Lecture 1: Kroger, Decision-Making, Whole Foods Market

• School: University of Tampa
• Department: Marketing
• Course: MKT-450
• Professor: Gary Beemer

Document Summary

A ceo"s main job is to create long term profits. Marketers support the role of the ceo in the company by creating a long term competitive advantage, were the products function and serve better than competitors. Ways to create competitive advantage: low price, have to find a way to differentiate yourself so people will pay if you cant be lowest price, differentiation through, aligning. When all of these are met a competitive advantage will be achieved. Upward trend in marketplace e. g. amazon- people were starting to buy things online; e-commerce becoming more acceptable and possible and amazon capitalized on that. Customer needs in trend is not currently being met fully (avoid in this trend) There was a big focus on brick and mortar they were in early ahead of competitors. A company has or can develop the capability to capitalize on the opportunity. They made it very easy to order on one interface single user-friendly interface, unlimited selection, competitive pricing.