MKT 100 Lecture Notes - Lecture 1: Direct Marketing, Sales Promotion, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

4 p"s are the most important marketing tools for marketers. Branding= adding new products and services by implementing the new product developing process, and assessing which products are going to be continued, enhanced or stopped. Oreo is not marketing cookies, but treats, enjoyment or decadence. Hairstylists is not marketing haircuts, but beauty and pampering. Marketers focus on the intangibles because that gives them more leeway on how they promote products. > different products require different distribution channels (e-commerce has added a new level of complexity and opportunity to channel design and decisions) Promotion: communicating value by using integrated marketing communications (imc) being the coordination of all promotional tools to deliver one message. >advertising, sales promotion, personal selling, public relations (publicity), direct marketing, and electronic media -> promotion for a product are adjusted as products move from an early stage of development to growth and maturity.