MKT 500 Chapter Notes - Chapter 1: Marketing Effectiveness, Customer Relationship Management
Document Summary
Cepltsc - competition, economy, political, legal, tech, social, cultural. Psychographic what kind of feel does the consumer want. Benefit segmentation (tied into psychographic) what do you want to get out of it. Ex: 1st year anniversary restaurant, vs. taking your mom out for a nice lunch. 4ps product, price, place (time open and distribution, not just your location), and promotion. Chapter 1 need to know: marketing, marketing concept, marketing strategy, marketing research, ama definition of marketing research, uses of marketing research, marketing information system (mis)- components, figure 1- Marketing meeting needs profitably, it is an 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 research a part of marketing that provides the necessary information (designing, gathering, analyzing, and reporting of info) to enable managers to market ideas, goods, and services properly.
