MKTG1001 Lecture Notes - Lecture 8: Generic Brand, For Against, Jb Hi-Fi
Document Summary
Lecture 8: marketing mix/products, services and brands: product is connected to target market and positioning. Event marketing: combines elements of marketing physical products with those of services, particularly the experiential aspects of, sporting e. g. olympics, entertainment, other staged events, these are products in their own right and also provide sponsorship opportunities. Political marketing: only around election time, marketing of the politician or political messages, same tools being used to market the product. Cause-related marketing: realm of ngos, government, marketing an idea or social cause e. g. not drinking alcohol and driving, eco-friendly g/s, designed to change social attitudes, firms may use to support charities e. g. mchappy day. Not-for-profit marketing: charities, rspca, professional associations, churches, education. Involve activities by which organisations not motivated by profit which ultimately lead to a donation, bequest or some other contribution: outcome is not profit mostly donations, volunteering, etc.
