STC 114 Lecture Notes - Lecture 2: Muscle Car, Advertising Mail, Machismo

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Kay Snell

Document Summary

Top 10 most valuable brands: google, apple, amazon, at&t, microsoft, samsung, verizon, walmart, facebook, icbc. Marketing is the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted. Assume people will buy more if sell/promote more aggressively: also ig(cid:374)o(cid:396)es (cid:272)o(cid:374)su(cid:373)e(cid:396)s" (cid:374)eeds, if you push a product too hard then it gets annoying and turns you off from a product, market orientation (what do consumers want?) First determine consumers needs then develop products to fulfill those needs: i(cid:374)teg(cid:396)ate all the fi(cid:396)(cid:373)"s a(cid:272)ti(cid:448)ities, i(cid:374)(cid:272)ludi(cid:374)g p(cid:396)odu(cid:272)tio(cid:374) to satisf(cid:455) these (cid:449)a(cid:374)ts, societal orientation (how can we also benefit society?) Not only to satisfy consumer wants and to meet organizational goals, but also to enhance so(cid:272)iet(cid:455)"s lo(cid:374)g-term best interests: great marketing, social marketing i. toms shoes - when you buy a pair, a pair gets given to poor. The ma(cid:396)keti(cid:374)g mi(cid:454) 4 p"s: product, p(cid:396)o(cid:373)otio(cid:374) ad(cid:448)e(cid:396)tisi(cid:374)g (cid:373)ost fits, price, place. Othe(cid:396) p"s a(cid:396)e (cid:374)ot ad(cid:448)e(cid:396)tisi(cid:374)g, the(cid:455) a(cid:396)e (cid:373)a(cid:396)keti(cid:374)g.