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Chap 1 (b)Promotional Mix (6 tools for IMC) (3)Digital / Internet…
Chap 1
a)Marketing Mix
Facilitates the exchanges process and the development of relationships by carefully examining.
5 ways:
3)Offering it at a certain price.
4)Making it available through a particular place of distribution.
2)Developing a product or service that satisfies these needs.
5)Developing a promotion/communication to create awareness.
1)Understanding the needs and wants of customers.
Also include 4Ps
Price
Place(distribution)
Product
Promotion
b)Promotional Mix (6 tools for IMC)
3)Digital / Internet Marketing
4)Sales Promotion
2)Direct Marketing
5)Publicity/ PR
1)Advertising
6)Personal Selling
c)3 types of Advertising to Consumer Markets:
2)Retail/ Local Advertising
3)Primary-versus Selective-Demand Advertising
1)National Advertising
d)3 types of Advertising to Business and Professional Markets:
2)Professional Advertising
3)Trade Advertising
1)Business-to-business
e)6 Value of IMC
3)Increase in Global Competition
4)Increase in Brand Parity
2)Changes in Channel Power
5)Emphasis on Customer Engagement
1)Advances in information technology
6)Increase in Micro-Marketing( Small scale marketing)