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Marketing 305, Ch 1 Notes

by: Brittany Smith

Marketing 305, Ch 1 Notes MKT 305

Marketplace > Colorado State University > Marketing > MKT 305 > Marketing 305 Ch 1 Notes
Brittany Smith
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About this Document

These notes cover the introduction to marketing, the evolution of marketing. More notes on Chapter 1 to come. The weeks got split up do to professor being gone the first day of class.
Fundamentals of Marketing
James Cook
Class Notes




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This 2 page Class Notes was uploaded by Brittany Smith on Saturday September 3, 2016. The Class Notes belongs to MKT 305 at Colorado State University taught by James Cook in Fall 2016. Since its upload, it has received 44 views. For similar materials see Fundamentals of Marketing in Marketing at Colorado State University.


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Date Created: 09/03/16
Fundamentals of Marketing Chapter 1 “Selling vs. Marketing”  Selling o One­way – persuading customers  Marketing o Two­way – collecting information, then disseminating it o Depends on market research The Evolution of Marketing  Industrial Revolution/Civil War  Awareness o Necessity – bare necessity items displayed o No persuasion necessary of basic needs, especially in rural towns  Post­Civil War  Selling o Need to generate demand if wanting to sell items from Industrial Revolution  Post­WWII – 1990s  Marketing o How do we go from military production to consumer production? o Economy booming, demand explodes  Open invitation for other producers in market  Market competition  Market Research o What do people want??  1990s – Present  Relationship Marketing o How do small shops beat large companies? o The business gets to know their customers on a personal level o Example  Ritz Carlton Hotel’s  Trained employees to have purposeful and causal conversations  with customers to get information   Created customer profile  Next time customer comes, the hotel employees can be relational  with the customer making them feel more welcome o Personalizes o Complaints vs. Praise  One bad complaint makes it easier to lose a customer than many praises  can keep a customer  HOWEVER, the response to a complaint can save the relationship  2000s – Present  Social Media Marketing o Facebook o Small business use a lot  Activity vs. productivity  Develop, make more business  Use it for creating loyalty between owner and consumer, and consumer  and consumer  Encourage networking  Use different platforms to promote different platforms  2010 – Present  guerrilla marketing o Pushing envelope in ethical way o Unexpected marketing  “Stall St. Journal” o Pushing unique and different ideas o Counterintuitive marketing


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