MKT 100 Lecture Notes - Lecture 1: Pricing Strategies, Customer Service, Marketing Strategy

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Gennadi Gevorgyan

Document Summary

Ex: a hair stylist is thought to be marketing nice hair styles, but it is, instead, marketing beauty: consider the intangibles (this is what marketers focus on) When a product is at a high price, this can communicate quality. Imc (integrated marketing communications) involves the coordination of all promotional tools towards delivering one message advertising, public relations, direct marketing, electronic media: some promotional tools are aimed at members of distribution channel or the end user. Ex: marketers can have promotions to distributors: marketing mix must have the context, which is in the target market this is more effective and will meet the needs of the specific group chosen. This means they can meet their financial goals: marketing strategy. Identify the role of intermediaries and make the product more valuable: ex: manufacturer makes the jacket, meaning it could be outsourcing in china. It is sold to a wholesaler and will sell it to retailers.