MKTG 4100 Lecture Notes - Lecture 1: Product Type, Service Level, Marketing Mix
15 Jul 2019
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Lecture 1 chapter 1 introduction to imc. Product decisions: product type, features, corporate name, brand name, package design. Price decisions: price level, price policy, discount, allowance, flexibility. Distribution decisions: channel type, channel policy, type of reseller, type of location, service level. Sound logo equivalent to a jingle or short distinctive melody for a particular brand. Consumer"s perception of benefits and quality in regard to price. Should the ad have addressed the price. Direct channels allow the customer to purchase goods directly from the manufacturer. More ads these days are directing consumers towards social media and websites. Indirect channels move the product through different distribution channels. National: remind consumers about the company, and any type of benefits with its use. Retail/local: goal is to drive traffic in stores. Selective demand advertising: primary for the product category, selective for a specific brand. B2b: professional and trade advertising, business and professional markets.
