MKT 100 Lecture Notes - Lecture 2: Integrated Marketing Communications, Air Canada, Direct Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Katie Lebel

Document Summary

Ansoff"s matrix: framework created by igor ansoff, 2 axes: product and market. Test yourself: tutoring right is franchising its business across canada. In one year, it is forecasted to grow from two locations to fifty. This is an example of a___________________strategy: market development, bell offers a 15% discount for those who use a bundle of their services. This is an example of a _______________________strategy: market penetration, rogers launch of its nextbox 2, which can record five tv programs simultaneously, is an example of a_____________________strategy, product development. Oligopoly: gas stations, prices are identical, no price competition between the different companies, ads: product features, informative (not persuasive) Monopolistic competition: crest vs. colgate, prices are very similar, try to convince consumers to purchase products for other reasons (benefits that differentiate themselves from other brand, non-price differences. Pure competition: commodity goods, no branding or differentiation since product are all the same (ex: wheat companies, ads are informative and not persuasive.