WEEK 15: MARKETING MIX Flashcards
is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange. The term “product” refers to anything offered by a firm to provide customer satisfaction, tangible or intangible.
Product
common marketing communication methods are:
- Advertising
- Public Relations
- Personal Selling
- Digital Marketing
- Social Media Marketing
is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself.
Advertising
is to create goodwill between an
organization (or the things it
promotes) and the “public” or
target segments it is trying to reach.
Public Relations
uses in-person interaction to sell products and services.
Personal Selling
is an umbrella term for using digital tools to promote and market products, services, organizations and brands.
Digital Marketing
digital marketing tool kit:
Web sites, content marketing, search-engine optimization (SEO), and social media marketing.
are distinctive for their networking capabilities: they allow people to reach and interact with one another through interconnected
networks.
Social Media
(also called the marketing channel) is sets of
interdependent organizations involved in the process of making a product or
service available for use or consumption, as well as providing a payment
mechanism for the provider.
Channel Distribution
TYPES OF CHANNELS:
- Direct Channel
- Retail Channel
- Wholesale Channel
- Agent Channel
simplest channel, the producer sells straight to the consumer.
Direct Channel
companies that focus on selling directly to consumers.
Retail Channel
to a consumer, the ______ looks a lot like the retail channel.
Wholesale Channel
includes on additional intermediary.
Agent Channel
bring the buyer and seller together to negotiate the terms of the transaction.
Brokers
