MCS 1000 Chapter Notes - Chapter 1: American Marketing Association, Customer Relationship Management, Marketing Mix

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Douglas Adlam

Document Summary

Marketing: delivering benefits to the organization, its stakeholders, and society. To serve both buyers and sellers, marketing seeks. 2. to discover the needs and wants of prospective customers to satisfy them. Foremost is the organization itself, whose mission and objectives determine what business it is in and what goals it seeks. Within the organization, management is responsible for establishing these goals. The marketing department works closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper. people, groups, and forces outside the organization influence marketing activities. The marketing department is responsible for facilitating relationships, partnerships, and alliances with the organization"s customers, its shareholders, its suppliers, and other organizations. Environmental forces involving social, economic, technological, competitive, and regulatory considerations also shape an organization"s marketing activities. Finally, an organization"s marketing decisions are affected by and, in turn, often have an important impact on society as a whole.