Management and Organizational Studies 1021A/B Chapter Notes - Chapter 1: Target Market, Marketing Mix, Online Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Marketing reality - marketing success is rooted in focusing on customers and providing value through goods and services designed to meet customer needs. The challenge is to stay relevant to changing consumer expectations, to craft marketing programs that meet target market needs, and to distinguish products in the marketplace. Marketers are challenged to stay current to ensure that products and marketing approaches are contemporary and meaningful. Marketers; ultimate objectives are to drive profits for a company, or if working in the non profit sector, to generate revenue and support to fund programs and run operations. The initial point of contact for consumers with a brand is often online on a company website - consumers expect this platform to be available to check product offering and company information. Marketers need to ensure they have top quality websites that accurately reflect products and quickly engage consumers.