MKT 4350 Study Guide - Midterm Guide: Norwegian Cruise Line, Copywriting, Customer Switching

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 4350
• Professor: Biswas Abhijit

Document Summary

Sender"s field of experience: source/sender encoding channel message. Receiver"s field of experience: channel message decoding receiver, responds turns to feedback that leads back to source/sender. Three components to every marketing message: object brand. Marlboro: sign or symbol representing intended meaning. Personal channels: personal selling, word of mouth. Different worlds: sender experience and receiver experience far. Moderate commonality: sender experience and receiver experience little overlap. High commonality: sender experience and receiver experience overlap. Sales promotion plays a key strategic role in the channel of distribution. Lecture 7: sales promotion: big name brands supported with sales promotion and pop (point of purchase, top 10 retailers control 45% of all packaged goods sales. Importance: bil 2014, growth rate: 4 8 %/yr, reasons for growth. Coupons entitles buyer to a price reduction for a product or service: most widely used form of consumer sales promotion, advantages. Give discount to price sensitive consumer while sell product full price to others.