Marketing > EXAM > marketing advertising EXAM 1/COMPLETE SOLUTION (All)

marketing advertising EXAM 1/COMPLETE SOLUTION

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is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers... now more reflective of the role of nonmarketers to ... the mark processes - ANS-marketing coordinating the various promotional elements and other marketing activities that communicates with a firms customers - ANS-integrated marketing communications any paid form of non personal communication about an org, product, service, or idea by an identified sponsor best known and widely discussed form of promotion - ANS-advertising the coordination of all seller-initiated efforts to set up channels of info and persuasion in order to sell good and services or promote an idea - ANS-promotion a system of marketing by which an organization communicates directly with target customers to generate and/or transaction ex database mngmnt direct selling, telemarketing, and direct response ads - ANS-direct marketing a form of advertising for a product or a service that elicits a sales response directly from advertising - ANS-direct response advertising those marketing activites that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales ---- 2 major catag consumer oriented sales (ultimate users-coupons, sampling) trade oriented sales (wholesalers) - ANS-sale promotion nonpersonal communication regarding an org, prod, service, or idea not directly paid for or run under identified sponsorship - ANS-publicity a function which evaluates public attitudes identifies the policies and procedures of an individual or org with the pub interest and executes a program of action to earn public understanding and acceptance - ANS-public relations the basic tool used to accomplish an organizations communication objectives--- advertising, direct marketing, interactive/ internet marketing, sales promo, publicity/pub relations, personal selling - ANS-promotion mix and plan the four P's product, price, place and promotion - ANS-marketing mix and plan the cutomers perception of all of the benefits of a product or service weighed against all of the cost of acquiring and consuming it - ANS-value [Show More]

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