MKT 3413 Midterm: Exam 1 Review Essay Section (Got A+ on the test)
Document Summary
Mass marketing era: 1985: process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Target marketing era: 2004: organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Page | 1: 2007: marketing is the activity, set of institutions, and processes for communicating, delivering, and exchanging offerings that have value to customers, clients, and society at large. Experiential/societal marketing era: definition of marketing research, marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. (page 8, characteristics of marketing research. Central characteristics: systematic step by step, objective want to be as accurate as possible, applied to marketing problems marketing research.
