Management and Organizational Studies 3420F/G Chapter Notes - Chapter 1: Achievement Orientation, Tripadvisor, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Chapter 1: the role of marketing research in management decision making. Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The marketing concept marketing concept: a business philosophy based on consumer orientation, goal orientation, and systems orientation. To accomplish goals consumer orientation: the identification of and focus on the people or firms most likely to buy a product, and the produc- tion of a good or service that will meet their needs most effectively. Knowledge of the environment helps a firm to not only alter its present marketing mix, but also iden- tify new opportunities. Previously, marketers created a message and then traditional media tv, print, radio, billboards delivered that message. 56 percent of social media users check facebook at least once per day and 12 percent check in every couple of hours.