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Textbook Notes for Management (MGM) at University of Toronto Scarborough

MGMA01H3 Chapter Notes - Chapter 14: Integrated Marketing Communications, Marketing Buzz, Sales Promotion
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Chapter 14 The Promotion Mix  Promotion mix – specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships  Five major promotion t...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 10: Business Analysis, Crowdsourcing, Marketing Strategy
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Chapter 10 New-Product Development Strategy  Firm can obtain new products in two ways o Acquisition – buying a whole company to produce someone else’s products o New-product deve...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 12: Marketing Channel, Disintermediation, Supply Chain
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Chapter 12 Supply Chains and the Value Delivery Network  Supply chain consists of upstream and downstream partners  Upstream – set of firms that supplies the raw materials, components, parts, informati...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 17: Direct Marketing, Kijiji, Ebay
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Chapter 17 Forms of Direct Marketing Direct-Mail Marketing  Direct-mail marketing – direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical o...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 9: Brand Valuation, Brand Equity, Brand Management

Chapter 9 P.301-305 Branding Strategy: BUILDING STRONG BRAND - Brands represent consumers’ perceptions and feelings about a product and its performance. A powerful brand has high brand equity. - Brand...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 8: Micromarketing, Cappuccino, Mass Customization

Chapter 8 Segmentation, Targeting and Positioning Market Segmentation:  helps identifying and understanding key customer segments, target them more efficiently, and tailor market offerings and messages to their specific...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 6: Marketing Buzz, Reference Group, Advertising Campaign

Chapter 6 P.184-207 Consumer Consumer’s Perspective Marketers’ Perspective Prepurchase Do we have the best source of How are consumer attitudes towa...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 5: Focus Group, Mail Online, Videotelephony

Chapter 5 P.142-167 Marketing Research Marketers obtain information from: - Internal Data: Can be accessed more quickly than other information sources  BUT the information is often collected for other purpo...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 3: Creative Market, Millennials, Health Canada

Chapter 3 Analyzing the Marketing Environment The Microenvironment - The Company: Top management, finance, R&D, accounting…  All are interrelated groups & work closely among company departments Have impacts ...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 2: Strategic Planning, Swot Analysis

Chapter 2 P.42-47 Strategic Planning - Strategic planning: the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportuni...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 1: Customer Relationship Management, Mount Everest, Marketing Myopia

Chapter 1 P.6-9 Marketplace and Customers Needs: States of felt deprivation; includes basic physical needs for food, clothing, warmth, safety; Social needs of belonging and affection; individual needs for knowledge and se...

Management (MGM)
MGMA01H3
Liang Chen
MGMA01H3 Chapter Notes - Chapter 15: Comparative Advertising, Marketing Mix, Marketing Management
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Chapter 15 Advertising  Advertising – any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor  Mostly used by business firms o But wide...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 6: Normative Social Influence, Direct Marketing
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Chapter 6 – Part 2 The Buyer Decision Process for New Products  New product – good, services, or idea that is perceived by some potential customers as new  Adoption process – mental process through which ...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 11: Pricing Strategies, Demand Curve, Monopolistic Competition
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Chapter 11 What is a Price?  Price – amount of money charged for a product or service; the sum of all values that customers exchange or the benefits of having or using the product or service  Ma...

Management (MGM)
MGMA01H3
Cindy Chan
MGMA01H3 Chapter Notes - Chapter 9: Toothpaste, Social Marketing, Interactive Marketing

Chapter 9 What is a Product?  Product – anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need  Include services, events, persons, pl...

Management (MGM)
MGMA01H3
Cindy Chan

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