COMM 101 Chapter Notes - Chapter 13: Disney'S Fastpass, Marketing Mix, Mobile Marketing
Document Summary
Marketing - the process of discovering the needs and wants of potential buyers and customers and then providing goods and services that meet or exceed their expectations. Product - in marketing, any good or service along with its perceived attributes and benefits, that creates value for the customer. Exchange - the process in which two parties give something of value to each other to satisfy their respective needs. Core value proposition - a statement of the tangible results a customer receives from using your products. Marketing concept - identifying consumer needs and then producing the goods and services that will satisfy them while making a profit for the organization. Example of marketing concept in today"s companies: disney found that their patrons disliked waiting in long lines so they began offering fastpass at a premium price so that patrons could avoid standing in long lines. Integrating all of the organizations activities, including production, to satisfy these wants.
