MGCR 352 Chapter Notes -Customer Satisfaction, Social Marketing, Marketing Mix
18 Mar 2013
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Chapter 1: marketing: customer value, satisfaction, relationships and. Activity for creating, communicating delivering and exchanging offerings that benefit the organization, its stakeholders, and society at large: delivering genuine benefits through goods, services, ideas and experiences marketed, everyone, from customers to society, should benefit. Marketing aims to: discover the needs and wants of prospective customers, to satisfy them. Requirements for marketing: one or two more parties with unsatisfied needs, ex. What is a market: people with the desire and ability to buy a specific product. What is marketed: goods (physical items), services (activities, deeds or basic intangibles), ideas (thoughts about actions and causes) and experiences. Social marketing meant to influence the behavior of individuals by which benefits accrue to those individuals or to society in general and not to the marketer. Some consumers, buyers etc. may be both ultimate or organizational. Society as a whole: competition ensures value, low prices or exceptional service.
