COMM 103 Chapter Notes - Chapter 11: Kaustinen, Marketing Mix, Sales Promotion

• School: Queen's University
• Department: Commerce
• Course: COMM 103
• Professor: Gary Bissonette

Document Summary

Refers to an organization"s strategic and tactical decisions relating to its product/service offerings, pricing, distribution, and marketing communication efforts/approaches. Value proposition attributes: brand leveraging, cost advantages, behavior linkage, point-of-sale and post-purchase services and benefits, financial incentives and benefits, tangible product attributes, psychological and social benefits. The power of brands: a brand that carries emotional ties and strong intrinsic value into a value proposition greatly improves the chances for its success, strong brand names communicate quality, reliability and product consistency. Brand success levels: distinctive product attributes, distinctive product benefits, distinctive emotional or psychological commitment. Payback period: the time required to recover (earn back) the cost of an investment. Private label brands: products created by one company for sale by another company under this latter companies own brand name. Multi-channel distribution: the incorporation of a number of different channel connections through which customers can purchase.