MKC1200 Chapter Notes - Chapter 1: Rainforest Alliance, Candela, Centrelink

• School: Monash University
• Department: Business - Marketing - MKC
• Course: MKC1200
• Professor: Maureen Griffiths

Document Summary

Successful businesses throughout history are those focused on making their customers happy: purpose of marketing efforts - creation of a mutually benefical exchange of value between one party and naother, misconception that marketing is purely about selling. Formal definition of marketing: the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large, marketing is much more than advertising. Formal definitions of marketing did not exist: late 1800s/early 1900s. "social market orientation" - marketer"s consideration of issues such as the sustainability of their products and benefits they might bring to society generally: eg. Cancer - a leading cause of death in aus: cancer council funds research and raises funds to support cancer patients, breast cancer - major health issue. Involves understanding the market to create, communicate and deliver an offering for exchange: ongoing cycle and often marketers will be undertaking multiple tasks simultaneously.