Over all impersonals
Marketing objective
swoping strategy
situation analysis
financial throw
problems and opportunities
research
Comm:
Identify prospectus
consumer motivations
publicizing execution
figure
3 challenges for contemporary merchandising:
Monitor changes in fraternity
develop products compatible with changes
develop advertising that build on cerebrations that customers hold
Advertising for diverse publics:
Distribution networks
Employees
Customers
Stockholders
Community at large
Ways to sustain long term cyberspace:
Having a market niche
Emphasizing profits all over sales volume
Emphasizing short term market shargon over profits
Customer tracking
What fix role of advertising
corporate preference for various segments of marketing so communications channels
High sales volumes tends to hap less on adv as percent of sales
Industries with racy competition
Industries with high competition and little differentiation
Reversing sales
Why is b2b advertising different?
involves many people
involves vast amounts of coin
impulse buying is rare
often bought by accurate tech specifications
Types of advertising:
Trade advertising - gain trade support, gain add distribution, consumer promotions
Professional advertising
Industrial advertising
Corporate or institutional advertising-est public identity, explain mission, get ahead image, associate companies brands with some distinctive corporate character
idea advertising
service advertising-feature tangibles, feature employees, stress quality
verticillate questions:
in which stage is the product
should i use pioneering?
should i use competitive
are we just coasting in unyielding stage
BAV
Distribution
relevance
esteem
knowledge
tick comeliness &marketing communications strategy
brand equity audit analysis
market:
what makes the market tick
how are generic brands doing
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