MGT 103 Study Guide - Final Guide: Zip Code, Personal Genomics, Baby Boomers

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Elise K Prosser

Document Summary

Marketing: the activity for creating, communicating, delivering and exchanging offerings that benefits its customers, the organization, its stakeholders, and society at large. Lecture 1 - january 9th: to discover the needs and wants of prospective customers, satisfy them. A want is a need that is shaped by a person"s knowledge, culture and personality. The four p"s - controlling marketing mix factors. Product - a good, service, or idea to satisfy the customer"s needs. Price - what exchanged for the product. Promotion - a means of communication between the seller and buyer. Place - a means for getting the product to the customer. Target marketing: one or more specific groups of potential consumers toward which an organization directs its marketing program. Planning: swot market-product focus and goal setting marketing program. Visionary organizations: establish a foundation (why, core values: stakeholders, mission or vision: mission statement, organizational culture: fabric/essence/heartbeat/genetic code of company.