MKT 702 Chapter Notes - Chapter 1: Transact, Ebay, Motion Capture
Document Summary
Chapter 1 defining marketing for the 21st century. Identifying and meeting human and social needs profitably. Company orientation toward the marketplace: evolution of earlier marketing ideas, the production concept- consumers prefer products that are widely available and inexpensive. Right products for your customers: the holistic marketing concept- based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Deep, enduring relationships with people and organizations that directly or indirectly affect the success of the firm"s marketing activities. Aims to build mutually satisfying long-term relationships with key constituents (people) in order to earn and retain their business. Ultimate outcome of relationship marketing is a marketing network (company and supporting stakeholders) Marketer devises marketing activities and assembles marketing programs to create, communicate, and deliver value for customers such that the whole is greater than the sum of its parts. Always keeping in mind other activities and strategies, being open.
