BU352 Chapter Notes - Chapter 1: Mobile Marketing, Millennials, Multichannel Marketing
Document Summary
2013. (cid:120) marketing: a set of (cid:271)usi(cid:374)ess p(cid:396)a(cid:272)ti(cid:272)es desig(cid:374)ed to pla(cid:374) fo(cid:396) a(cid:374)d p(cid:396)ese(cid:374)t a(cid:374) o(cid:396)ga(cid:374)izatio(cid:374)"s p(cid:396)odu(cid:272)ts of. In any exchange, the buyer and seller should be satisfied with the value they obtained (cid:120) Marketing requires product, price, place, and promotion decisions*** (cid:120) marketing mix (4 ps): product, price, place, and promotion are the controllable set of activities that a firm uses to respond to the wants of its target markets. 1 | n a t a s h a p a r k. 2013. (cid:120) product: creating value one main purpose of marketing is to create value by developing offerings to satisfy customer needs. The p(cid:396)odu(cid:272)t/se(cid:396)(cid:448)i(cid:272)e (cid:373)ust satisf(cid:455) the ta(cid:396)get (cid:272)usto(cid:373)e(cid:396)"s spe(cid:272)ifi(cid:272) (cid:374)eeds and wants, be priced appropriately, be available at locations where customers want it, and be promoted in a manner and through media that are consistent with the target consumers. 2 | n a t a s h a p a r k.
