MKT 3401 Study Guide - Final Guide: Kelley Blue Book, Promotional Mix, Consumer Reports
Document Summary
Retail mix - what does a store need to do to attract people: 6 p"s, product, price, place, promotion (marketing mix, personnel, atmosphere. Integrated marketing communication - ability to take advertising, pr, personal selling, and all types of marketing in a singular effort. Definitely read last 4 articles in book & introduction to that chapter. Promotional mix: advertising, pr, personal selling, negotiations. Consumer decision making process (in test 2 notes: need recognition. Information search: personal info, opinion leaders, word of mouth. Family friends: commercials, ads . obviously, public information, trusted non-biased evaluators (jd power, kbb, consumer reports, evaluate alternatives, purchase, post purchase behavior. To get through clutter, a company must have a unique selling proposition. Marketing strategy framework important: market analysis, company, customer, conditions, competitors. Strategy development: segmentation, targeting audience, positioning product. Study on likability (in personal branding notes: vocal delivery = 38, visual delivery = 55, verbal arrangement of presentation = 7% Interpersonal communication skills: honesty, teamwork, core competency.
