MKT 702 Chapter Notes - Chapter 1: Intellectual Capital, Brand Equity, Relationship Marketing

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6 Dec 2013
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Marketing: is about identifying and meeting human and social needs. Ama definition: 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 management: the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value. Goods physical goods comprise the most of countries production and marketing efforts. (food, cars, televisions, machines) Services canadian economy produces 72:28 services-to-goods mix. Services include airlines, hotels, barbers, bankers, lawyers, engineers etc. Events promotion of time-based events such as olympics, sporting events, concerts etc. Experiences orchestrating several services and goods, a firm can create a marketing experience. Amusement parks, hockey camps, customized experiences such as a climb up mount everest. Persons artists, ceos, physicians all get help from celebrity marketers. People can essentially become brands such as oprah and the david beckham.

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