ADM2320- Final Exam Guide - Comprehensive Notes for the exam ( 63 pages long!)

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Marketing: a set of business practices designed to plan for and present an organization"s products or services in ways that build e ective customer relationships. Four ps: product, price, place and promotion: product: content, context, infrastructure, branding, price: perceived value, dynamic, auctions, promotion: dialogue, buzz marketing, viral marketing, placements, pr, co- Needs: di erence between a consumer"s actual and some ideal or desired state. Wants: desire to satisfy needs in ways that are in uenced by culture and society. Bene ts: outcome sought by a consumer that motivates buying behavior. Evolution of business: production (pre-1945, demand > supply), sales (1945 to. Mid 1960s, supply demand), marketing orientation (mid 1960s to early 1970s, Supply > demand), marketing concept (1970s to 1990s). Marketing concept: identify and satisfy customer needs while making pro t: marketing realities of today: information clutter, declining brand loyalty, consumer cynicism, need for knowledge, internet based customization, globalization.