COMM 200 Chapter Notes - Chapter 10-11: Rifling, Direct Market, Marketing Mix

• School: Queen's University
• Department: Commerce
• Course: COMM 200
• Professor: Gary Bisonnette

Document Summary

Process through which organizations design, develop and communicate the value of their products and/or service. Two fundamental principles associated with customer behaviour: customers don"t buy products/service they buy solutions to problems or needs, customers will not pay more for a product if they can get a similar product for less. Ability of an organization to develop a unique, credible, sustainable and valued place in the minds of our customers for its brand, products and or services. Determining the best way to divide the market in a manner that will result in a better understanding of potential customer needs, interests, preferences, attitudes and behaviours. An organization develops or utilizes to generate information specific to the organization and the products and services it offers. Those that already exist and are available at no cost or on an free basis, managers use these information sources to conduct research and draw conclusions.