MARK1020 Chapter Notes - Chapter 1 : Direct Marketing, Market Orientation, Marketing

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18 Sep 2016
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Marketing: a set of business practices designed to plan for & present an organizations products or services in ways that build effective customer relationships. Requires thoughtful planning with an emphasis on the ethical implications of any of those decisions on consumers & society in general. Firms develop a marketing plan that specifies their marketing activities for a specific period of time. Marketing plan is broken down into various components: How the product or service will be conceived or designed. Where & how it will be promoted. In an exchange, the buyer an the seller should be satisfied with the value they obtained from the transaction. Is about satisfying customer needs & wants. Requires product, price, place & promotion decisions. Can be performed by both individuals & organizations. Value: the fundamental purpose of marketing is to create value for both the firm & customer. Is in essence what you get for what you give up.

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