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Class Notes for MKTG1025 at Royal Melbourne Institute of Technology (RMIT) University

Marketing Principles

MKTG1025 Lecture Notes - Lecture 7: Price Ceiling, Price Floor, Marketing Mix
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Marketing Principles Week 6 Chapter 9 Pricing: Capturing Customer Value Price - The amount of money charged for a product or service - The sum of all the values that customers give up in order to gain the ben...

MKTG1025 Lecture Notes - Lecture 9: Investor Relations, Promotional Mix, Sales Promotion
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Marketing Chapter 11 Public Relations Public Relations - Building good relationships with the companys various publics by obtaining favourable publicity, building up a good corporate image, and handling/h...

MKTG1025 Lecture Notes - Lecture 9: Search Engine Marketing, Online Advertising, Influencer Marketing
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Marketing Principles Chapter 13 Digital Marketing: Interactivity and Fulfilment Digital Marketing Refers to the companys efforts to market products and services and build customer relationships Over the internet and cell...

MKTG1025 Lecture Notes - Lecture 5: Management System, Services Marketing, Target Market
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Marketing Principles Week 5 Chapter 8 New Products: Developing and Managing Innovation New Product Development Strategy - Can obtain new products in two ways 1. Acquisition - Buying a whole company, a pat...

MKTG1025 Lecture Notes - Lecture 5: Social Marketing, Brand Equity, Store Brand
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Marketing Principles Week 5 Chapter 7 Products, Services and Brands Product As anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need Includes: service...

MKTG1025 Lecture Notes - Lecture 4: Marketing Mix, Micromarketing, Mass Marketing
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Marketing Principles Week 4 Chapter 6 Market Segmentation, Targeting and Positioning Customerdriven Marketing Strategy Must be designed by a company To build the right relationships with the right customers Values to consi...

MKTG1025 Lecture Notes - Lecture 3: Consumer Organization, Major Appliance, Selective Exposure Theory

Marketing Principles Week 3 Buyer Behaviour: Understanding Consumers Introduction to Consumer Markets and Buyer Behaviour Consumer Buying Behaviour Buying behaviour of final consumers that buy goods and services for perso...

MKTG1025 Lecture Notes - Lecture 2: Customer Insight, Customer Relationship Management, Sample Size Determination

Marketing Principles Week 2 Marketing Analytics: Gaining Customer Insights Marketing Information & Customer Insight - When creating value for customers, marketers must obtain fresh and deep insights into t...

MKTG1025 Lecture Notes - Lecture 1: Smartphone, Marketing Myopia, Videotelephony

Marketing is engaging customers and managing profitable customer relationships engaging customers build strong customer relationships create customer value Process of engaging customers, building strong customer relatio...

MKTG1025 Lecture Notes - Lecture 1: Marketing Management, Marketing Mix

MARKETING SUMMARY CHAPTER 1 Defining marketing and the marketing process What is marketing? Marketing is engaging customers and managing profitable customer relationships. The twofold goal of marketing is to: 1. attr...

MKTG1025 Lecture Notes - Lecture 7: Brand Equity

MARKETING PRINCIPLES SUMMARY CHAPTER 7&8 Level of products and services 3 levels 1. Core customer value 2. Actual product a. Brand name b. Quality level c. Design 3...

MKTG1025 Lecture Notes - Lecture 11: Advertising Management, Narrowcasting, Sales Promotion

MARKETING PRINCIPLES SUMMARY CHAPTER 11 The promotion mix A companys total promotion mix also called its marketing communications mix It is a blend of - Advertising - Public relations - Pers...

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