ADMS 2200 Chapter Notes - Chapter 1: Longrun, Marketing Buzz, Mobile Marketing

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

The combined power of telecommunications and computer technology creates inexpensive global networks that transfer voice messages, text, graphics, and data within seconds. These sophisticated technologies create new types of products and demand new approaches to marketing existing products. Communications technology also contributes to the globalization of today"s marketplace, where businesses manufacture, buy and sell across national borders. Finished products and components routinely cross international borders, but successful global marketing also requires knowledge to tailor products to regional tastes. Organizations must react quickly to shifts in consumer tastes, competitive offerings, and other market dynamics. Marketing strategies are the tools that marketers use to identify and analyse customers" needs, then show that their company"s goods and services can meet those needs. Utility the want-satisfying power of a good or service. Designing and marketing want-satisfying goods, services and ideas are the foundation for the creation of utility. g n i t e k r a m m o r.