BUS 345 Chapter Notes - Chapter 1: Marketing Mix

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 345
• Professor: Cluny South

Document Summary

Marketing is anorganizational function and a set of processes for creating communicating and delivering valueto customers andfor managing customer relationships in ways that benefit the organization and its stakeholders. Inorder for anexchange to occur marketers need toget theright goodsand services to therightpeopleat therightplace at the righttime at therightpriceusing the rightpromotiontechnique. Describeshowmarketingmanagers controlthemany factors that determine marketing success n a. I l a businessphilosophy based on consumer orientation goal orientation. With co you want to identifyyourtargetmarket andmeet their needs mosteffectively. With go youmust be consumeroriented to the extent that it also accomplishescorpgoals. With so you"llneed an established systemcan organized whole functioning in unison to find out what consumerswant and to identify marketopportunities. Identifyingtargetmarkets and market opportunities are the tasks of marketing research. With the textbook"s porter airlines examplethey were able opportunityand create a brandidentity that would be used on variouselements of to find a new marketing the marketingmi.