MGM230H5 Lecture Notes - Lecture 6: Ghostwriters, Total Quality Management, Brand Equity
Document Summary
Low price, widespread distribution, mass promotion by producer: shopping products products that customers, in process of selecting/purchasing, compare on traits such as suitability, price, quality, style. Advertising & personal selling by producer and resellers: speciality products products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Targeted promotions by producers and resellers: unsought products products that the consumer doesn"t know about or wont normally buy. Aggressive advertising, personal selling by producers and resellers: business products, products bought for further processing or for use in conducting a business. Ideas marketing: social(idea) marketing use of marketing concepts and tools in programs designed to bring about social change, product attributes, quality. Tqm: whole company needs to be involved: features. Should be valued by customer as determined through market research: style and design. Good design contributes to products usefulness as well as looks: packaging, primary, secondary, shipping packages.
