MKTG3306 Lecture Notes - Lecture 1: Golden Toad, New Product Development, Scoliosis
Document Summary
Idea: to have a university with the highest amount of students: chase your dreams until it is done, the world only stops when you stop. How many marketing messages are we exposed to every day: 3,000 20,000 every day, most days of your lives. Behaviour change campaigns: drink driving, domestic violence (cid:272)o(cid:449)a(cid:396)d(cid:859)s pu(cid:374)(cid:272)h, using mobile phones whilst driving. It(cid:859)s (cid:373)u(cid:272)h (cid:373)o(cid:396)e tha(cid:374) just (cid:373)aki(cid:374)g ads: some questions asked to achieve long-term objectives. Key take away: ma(cid:396)keti(cid:374)g is a tool that goes (cid:449)a(cid:455) (cid:271)e(cid:455)o(cid:374)d i(cid:374)(cid:272)(cid:396)easi(cid:374)g e(cid:374)d use(cid:396)s(cid:859) (cid:272)o(cid:374)su(cid:373)ptio(cid:374) th(cid:396)ough ad(cid:448)e(cid:396)tising. Week 1, s2: (cid:862)people a(cid:396)e e(cid:454)posed to (cid:373)a(cid:374)(cid:455) [(cid:373)a(cid:396)keti(cid:374)g] (cid:373)essages that e(cid:374)(cid:272)ou(cid:396)age the(cid:373) to (cid:271)elie(cid:448)e that a (cid:272)ha(cid:374)ge of weight, scent, hair colour, car, clothes, or many other aspects will produce a marked improvement in their happiness. What a(cid:396)e the (cid:1008)p(cid:859)s? (cid:894)(cid:373)a(cid:396)keti(cid:374)g (cid:373)i(cid:454)(cid:895: the (cid:1008)p(cid:859)s (cid:449)o(cid:396)k togethe(cid:396) to deli(cid:448)e(cid:396) (cid:448)alue to (cid:272)o(cid:374)su(cid:373)e(cid:396)s a(cid:374)d profit for firms, product, a product is seen as an item that satisfies what a consumer demands.
