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Textbook Notes for Ethan Pancer

QUEEN'SCOMM 131Ethan PancerWinter

Week 1

OC754451 Page
7 Apr 2013
22
Consumers less willing to spend, convince them with environment and experience. Marketing: process where companies strive to create value for customers
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QUEEN'SCOMM 131Ethan PancerWinter

Chapter 2.docx

OC1516297 Page
26 Aug 2013
16
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 5: Global Marketing, Psychographic, Eye Movement

OC1516296 Page
26 Aug 2013
11
Chapter 5: managing marketing information to gain insights. To create customer value and build relationships, marketers must first gain fresh, deep ins
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 7: Marketing Mix, Mass Customization, Micromarketing

OC1516296 Page
26 Aug 2013
21
Segmentation involves dividing the market into smaller groups of buyers with distinct needs, characteristics, or behaviours that might require separate
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 12: Mentos, Mobile Marketing, Investor Relations

OC1516297 Page
26 Aug 2013
10
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes -Cell C

OC1132172 Page
13 Apr 2013
21
Often social change marketing campaigns are largely remembered howveer they do not change behavior (ex underage drinking) Conventional marketing does n
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 9: Private Label, Brand Equity, Campbell Soup Company

OC1516294 Page
26 Aug 2013
19
A name, term, sign, symbol, or design (or combo) that identifies the maker/seller of a p/s: important part of a product as branding it can add value to
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 11: Convenience Store, Demand Chain, Direct Marketing

OC1516299 Page
26 Aug 2013
12
Upstream supply chain partners those that supply raw materials, components, parts, information, finances, expertise etc. needed to create a p/s. Downst
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes -Aerosol Spray, Price Discrimination, Raisin Bran

OC754456 Page
7 Apr 2013
18
Advertising objective: specific communication task to be accomplished with a specific target audience during a specific period of time. The overall adv
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 14: Dbt Online Inc., Direct Market, Infomercial

OC1516294 Page
26 Aug 2013
15
Direct marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lastin
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 13: Toothpaste, Promotional Mix, Personal Selling

OC1516294 Page
26 Aug 2013
15
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QUEEN'SCOMM 131Ethan PancerWinter

COMM 131 Chapter Notes - Chapter 10: Marketing Mix, Price Discrimination, Geographical Pricing

OC1516297 Page
26 Aug 2013
6
Chapter 10: pricing: understanding and capturing customer value. It is the amount of money charged for a product or service, or the sum of the values t
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