MCS 1000 Chapter Notes - Chapter 1: Green Marketing, Liquid Oxygen, Micromarketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Markeing- the acivity for creaing, communicaing, delivering and exchanging oferings that beneit the organizaion, its stakeholders and society at large. To serve both buyers and sellers, markeing seeks: to discover the needs and wants of customers, to saisfy them. For markeing to occur, four factors are required: two or more paries with unsaisied needs, a desire and ability on their part to be saisied, a way for paries to communicate, something to exchange. Market- people with the desire and ability to buy a speciic product. Social markeing- designed to inluence the behaviour of individuals in which beneits accrue to those individuals or to society in general and not to the marketer. Ex: ani-smoking campaigns by health canada or canadian cancer society. Ulimate consumers- people who use goods and services purchased for a household. Organizaional buyers- manufacturers, retailers or government agencies that buy goods and services for their own use or for resale.