2-19 and 2-21 Marketing Primer

Services marketing research marketing gathering

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Unformatted text preview: Marketing Gathering, interpreting, and applying information to Gathering, uncover opportunities and challenges uncover Primary Data Observation research Anthropological observation Scanner data (and other in-situ data collection) Website data (ie. Amazon, Netflix, Google) Survey research Telephone and online questionnaires Door-to-door interviews Focus groups Intercept questionnaires Mail-in questionnaires Secondary Data Existing data that marketers gather or purchase Take-Aways Marketing: the function of business that connects the organization with its customers; Understanding consumer behavior is critical for businesses; Marketing strategy starts with market segmentation and targeting. AEM1200, Introduction to Business Management. Monday 2/10 – Wednesday 2/19 - Friday 2/21 A Primer on Marketing The marketing concept Deciding on a market Marketing strategy and the 4Ps Product Price Place Promotion The Marketing Mix (or the 4Ps) Product Anything that an organization offers to satisfy consumer needs and wants, including both goods and services; Price Quantity of payment or compensation given from one party to another in return for goods or services; Place Delivering the right product to the right person at the right place at the right time; Promotion Marketing communications designed to influence consumer purchase decisions through information, persuasion, and reminders. Components of the Product Value- Total Product Offer E...
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This document was uploaded on 03/18/2014 for the course AEM 1200 at Cornell.

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