BUS 082 Lecture Notes - Lecture 11: Digital Marketing, Real Estate Bubble, Brand Management

• School: College of The Sequoias
• Department: Business (BUS)
• Course: BUS 082
• Professor: Tootle

Document Summary

Housing bubble bursts, and people were investing in mortgage backed securities. Losses for anyone who bought mortgage backed assets. Losses leave many financial institutions with too much debt and too little capital. Financial institutions try to pay their debts (caused by housing market fall) by selling assets to raise capital. All the selling drives down the prices of assets: no money to lend. Solution: government said it will provide capital in exchange for a share of ownership and financial institutions will have money to lend again. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The four p"s (price, promotion, product, and place) are four activities a firm can control to achieve specific goals. Activities: new product development, market research, market analysis, brand building, brand management, consumer advertising/promotion, trade promotion, pricing, distribution strategy.