BCOM 385 Study Guide - Midterm Guide: Financial Statement, Accrual, Income Statement
Document Summary
Revenues are recognized when actually earned, not when cash is collected. Expenses are recorded when services or goods are used, not when they are paid for. A balance sheet, an income statement, a statement of cash flows. License, customer list, goodwill of media property, network affiliation. Cash flows from operations, cash flows from investments, and cash flows from financing. Communications mix (5 ps), marketing communications tactics, monitoring/control. Informative (thinker), affective (feeler), habit formation (doer), and self-satisfaction (reactor) No marketing strategy is totally effective at every mental-step in the buying process. An integrated mix of tactics must be employed. Seasonality, competitive strategies, market share, geographic targeting, product strategies, branding strategies, packaging strategies, sales promotion support, event marketing, merchandising, public relations and publicity, market research. Steps that are ongoing, carried on from start to finish of a marketing effort to assess whether the marketing-communications plan is meeting a marketer"s performance objectives.
