ADM 3326 Chapter Notes - Chapter 1-6: Sales Promotion, Brand Equity, Marketing Communications

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives: this definition focuses on exchange. Marketing mix: the four p"s product, price, place, and promotion. Product: anything that can be marketed and that, when consumer or supported, gives satisfaction to the individual. Adm3326 notes 1: product symbolism: what a product or brand means to consumers and what they experience in purchasing and using it, products with symbolic meanings (versace, gucci, prada), experimental/psychological benefits may be more important than functional. Brand identity: a brand or corporate name and its identification through its logo, symbol, or trademark represent critical product decisions, marketers use brand names that can communication products concepts clearly (ex. Focus of an ad can be the packaging (perfume) Marketing channels (place): sets of independent organizations involved in the process of making a product/service available for use or consumption.