BU352 Chapter Notes - Chapter 1: Massage, Marketing Mix, Customer Relationship Management
Document Summary
Corporate communication even at the golf course. When you waker up and go buy a coffee at tims, or when you go to the grocery store, when you watch a movie or decide to sell something on ebay. Marketing is about satisfying consumer needs and wants. Need: person feeling deprived of a life necessity. Want: how someone choses to fulfill their need. (subjective) To understand wants and needs of consumers, marketers must identify the market. Marketers narrow down the market to a specific target market to whom they want to sell their product or service. (ch. 7) This exchange is refers to a trade of things of value between seller and buyer so that both are better off after sale. (goods and services, delivery -> money and information) Marketers may use your informations from passed purchases, alliance cards or forms filled out to market to you products that you could be interested in accord- ing to your records of purchases.
