MARK 453 Midterm: midterm 453

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Note: when you see something such as [rational/emotional] in a question, it means that either course concept(s) could be the object of an exam question. There will be 5 questions (2 points each) from the following: De&ne what integrated marketing communications are. (ch. 1) p. 7. Imc is the integration of all marketing communications tools, avenues and sources within a company into a seamless program that maximizes the impact on customers and other stakeholders at a minimal cost. This integration a*ects all of a +rm"s business-to-business, marketing channel, customer-focused and internally directed communications. Which communications vehicles are part of an integrated marketing communications plan? (ch. 1) The marketing mix is the starting point in the imc. It consists of products, prices, places, and promotions. Product is the goods and/ or services o*ered by a company to its customers. Price is the amount of money paid by customers to purchase the product. Place is the activities that make the product available to consumers.