MKTG1021 Study Guide - Midterm Guide: Ebay, Slacktivism, Walmart
29 Mar 2014
School
Department
Course
Professor
Document Summary
Communicating value: b2c (business to consumer) marketing = process by which businesses sell to consumers, b2b (business to business) marketing = process of selling merchandise or services from one business to another, c2c (consumer to consumer) marketing = consumers sell to other consumers (ex. ebay, resumes, employment marketing = involves undertaking marketing research to understand what potential employees are seeking, and what they think about the firm, its product offering and an employment brand image, communicating that brand image to potential employees, and then fulfilling the brand promise by ensuring the employee experience matches that which was advertised, history of marketing, early 1900s = production oriented era: concerned with product innovation, not satisfying needs, 1920 1950 = sales oriented era: personal selling and advertising, post wwii = market oriented era: consumer became king; customers had choices, around turn of 21st c. = value based marketing era: give customers greater value than their competitors.
