MKT 100 Lecture Notes - Lecture 1: New Product Development, Direct Marketing, Amay
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MKT 100 Full Course Notes
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Four p"s of marketing: product (or service) Assessing which products should be developed, continued, enhanced or stocked. For example oreos isn"t marketing cookies, but treats and enjoyment: price. Prices are determined based on nature of customer, market and: place competition. Not about the placing of a product on a shelf. How to create excess convenience and maximum choice for consumers. Some promotion tools are aimed at distribution channel while others are aimed at end users. Marketers can offer sales promotions to distributors. Imc: ad, promotion, personal, pr, direct marketing, electronic media. New product development: laws and regulations can make it easier or more difficult to move forward with the development. Attractiveness to investors: investors may not want to invest in products that have to meet certain standards first b/c roi may take longer. Potential size of market: laws and regulations can limit access to the product, trade barriers. Whether country is in recession or inflation.
