MKT 100 Study Guide - Midterm Guide: Organizational Culture, Green Marketing, Three Steps

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Product price place promotion (marketing mix) set of activities that firm uses to respond to wants of target market. Marketing is performed by b2c, b2b,and c2c and shaped by: External forces such as cultural, demographic, social, technological, economic, political and legal changes shape company"s marketing activities. Four different marketing orientation/ philosophies: product orientation, sales orientation, market orientation,valued base orientation. Product orientation: focus on developing and distributing innovative product with little concern about whether product best satisfy customers needs. Company start thinking about product they want to build and sell product after it"s developed rather starting with understanding customer needs and then develop. Sales orientation: view marketing as selling function where companies sell as many products as possible rather than focus on making products customer really want . Depend on heavy doses of personal selling and advertising to attract new customers. Believe that if consumers try to sell their projects they will take them.