Textbook Notes (368,330)
Canada (161,803)
Marketing (92)
MARK 201 (29)
Chapter 1-2

MARK 201 Chapter 1-2: Chapter 1, 2 Notes

2 Pages
Unlock Document

MARK 201
Steven Laing

Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations 1. Production concept is the idea that consumers will favor products that are available or highly affordable. 2. Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organizations should therefore devote its energy to making continuous product improvements. 3. Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort. 4. Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do. 5. Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run int
More Less

Related notes for MARK 201

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.