COMM101 Study Guide - Midterm Guide: Personal Selling, Brand, Seven Deadly Sins

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Document Summary

What they are and how to find them & how to evaluate as ready, how to apply to writing. Marketing concept - customer value & satisfaction builds relationships. Consumer decision-making process, influences on consumer decsion making. Locating target market - market segmentation, perceptual mapping, preference analysis. Channels of distribution and marketing intermediaries, alternative channel arrangements, functions of distribution channels, intensity of distribution. Product classification - how consumers classify and implications for strategy. Key #2 to successful marketing - core benefit proposition. Total product concept - brand and brand insistence model. Advertising objectives - aida, communication model and improving communication. Personal selling - combined with advertising, factors in budget decision. Direct vs indirect channels of distribution - implications - demand backward pricing, push vs pull promotion. Using financial information & accounting and lab manual readings. Stages of venture life cycle and financing options. Survival/cash flow breakeven - calculation, influencing breakeven - contribution margin, leverage.