Questions

Jan 27, 2012

2.) Personal Selling ”one-on-one” personal communication; two way communication, direct feedback, body language, opinions

-Low Control, High CPM

3.) Sales Promotion coupons, combination offers, samples, P.O.P displays (point of purchase), premium offers (Jack Daniel’s Story), game/contests, continuity programs, rebates

4.) Public Relations

Feb 03, 2012

Practical Target Marketing- demographic, geographic, psychographic, volume, benefit

Develop extended product strategies (ex. Flight tickets); coordinated solutions to relate customer needs

Establishing relationship market programs

**Customers for life

2.) Coordination and Integration of the Marketing Effort

Human Resource Management Process (H.R.M)- Job Description, Orientation/Training, Recruiting/Selection, Evaluation and Rewards

Feb 06, 2012

1.) Marketing Definition of the Business

2.) Coordination and Intervention of the Marketing Effort

H.R.M Process

Cross-Functional Coordination

Internal Marketing

3.) Social Responsibility

*Return health to shareholders (business owners)

Objective laws and ethnical code

JFK’s consumer Bill of Rights

a.) Right to Safety Ex.) CPSP, FDA

b.) Right to Choose Ex.) F.T.C

c.) Right to be Informed

d.) Right to be heard

Green Marketing (Environmental Issues)

Cause Related Marketing

Social Problem Solving

4.) Environmentally Responsive Marketing Planning Function

Planning Steps:

1.) Situation Analysis Where are we now?

2.) Objectives Where do we want to be?

3.) Strategy How do we get there?

4.) Evaluation/Control

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1.) Situation Analysis

Internal Strengths and Weaknesses Finance, Staff, Structure, Strategy

External Environmental Opportunities/Threats Social, Economic, Political, Technology, Competition

Brand level- same sort of product and market needs

Product Level- very similar product and market needs

Generic Level- very different products but similar market needs

Uncontrollable...