MCS 1000 Chapter Notes - Chapter 1: Social Media Marketing, Ecrm, Micromarketing
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Marketing: the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders, and society at large. 2+ parties (individuals or organizations) with unsatisfied needs. Desire and ability on their part to be satisfied. Market: people with the desire and ability to buy a specific product. Social marketing: marketing designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer. Ultimate consumer: people who use the goods and services purchased for the household. Organizational buyers: ma(cid:374)ufa(cid:272)turer, (cid:449)holesaler, retailer a(cid:374)d go(cid:448)"t age(cid:374)(cid:272)ies that (cid:271)u(cid:455) goods and services for their own use or resale. product, price, promotion, and place that create, deliver and communicate value. Marketi(cid:374)g mi(cid:454): (cid:373)arketi(cid:374)g (cid:373)a(cid:374)ager"s (cid:272)o(cid:374)trolla(cid:271)le fa(cid:272)tors; (cid:373)arketi(cid:374)g a(cid:272)tio(cid:374)s of a. Environmental factors: the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.