EXAM 1 Flashcards
Market Communication
communicates key marketing messages to target audience
Marketing Mix
Four tools of product, price, plays, and promotion
Producer Suppliers
Companies producers obtain materials from to produce their product
Consumer Market
Selling products to general audience
B2B
Organizations that produce products for other businesses in their operations or resale
Institutional Markets
Nonprofits that buy products to use in delivering their services
Channel Markets
Members of distribution chain including resellers
Consumers need for the product is…
The goal of marketing achieved by matching the products availability to
Supply chain
Complex network of vendors that produce components sold to manufacturers
Most marketing communication dollars are spent on…
Consumer markets
All communications
One voice
IMC
Unifying all market communication efforts so they send consisten brand message to audience
Intangible feature of brand
Products perceived value
Brand equity
Financial value brand contributes to company
Brand extension
Use of established brand name with related line of products
Domestic approach marketing
Tries to make accommodations in marketing mix for cultural differences
Brand relationship strategies
Build long term loyalty with customers
Identification
Basic function of advertising
Strategy
Measurable objectives in areas of sales and reputation
Broadcast media
Radio and TV
Advertising campaign
Set of related ads that are variations on a theme