COM-383 Lecture Notes - Lecture 14: Sales Promotion, Media Consumption, Integrated Marketing Communications
31 Oct 2016
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Document Summary
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy an individual and organizational objectives! Exchange as a central concept in marketing and these of the basic marketing activities to create and sustain relationships with customers! The four p"s and the marketing mix! Product - developing a product/service that satis es wants and needs of consumers! Price - offering it as a certain price! Place - marking it available through a particular place or channel of distribution ! Promotion - developing a program of promotion or communication to create awareness and interest ! When mixed together it is called a marketing mix! Basic task of marketing is combining these four elements into a marketing program to facilitate the potent for exchange with consumers in the marketplace ! They want to be in more control of and content they receive from the media !
