Lecture 2

Lecture 2 - Principles of Marketing BA 390 Winter 2009 Week...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Principles of Marketing BA 390 Winter 2009 Week 1 Dr. McAlexander BA 390: Lecture 2 Winter 2009 (how did that happen?) What is Marketing ? Production Orientation Product Orientation Selling Orientation Marketing Orientation: The Marketing Concept Societal Marketing Concept – Balance interests of consumer, society, and firm Managerial Imperative Marketing Generates Revenue Mandate: Attract, Retain, and Grow Customers – Relationship marketing: reciprocity (mutual benefit) – Customer value: differences between customer costs and benefits – Customer satisfaction, loyalty, and retention Marketing is relevant… Products? Services? Non-profits? Love? Key Terms Target Market: Customers that are the focus of our marketing efforts Needs: Functional, Symbolic, and Experiential Wants: Culturally shaped needs Demands: Add buying power Product: Complex bundle of satisfactions. Context Matters We are boundary spanners: – Intra-organization – Competitors – Economic environment – Political environment – Social/cultural environment – Technological environment – Physical environment Context Matters: Finagle A Bagel We are boundary spanners: – Intra-organization...
View Full Document

Page1 / 35

Lecture 2 - Principles of Marketing BA 390 Winter 2009 Week...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online