MARK432 Lecture Notes - Lecture 2: Marketing Mix, Zellers, Medical Guideline

• School: University of Alberta
• Department: Marketing
• Course: MARK432
• Professor: Jim Swaffield

Document Summary

Lecture 2: the role of imc in the marketing process. The thought that you link to a brand name is the most important part about branding. The thought that you link to the name must be important to consumers. Brand logo and message should always be together. The branding message must be on every ad. We can modify our marketing mix depending on these outside forces, and how it a ects consumer needs. Here, the main thing you look at is competitors and consumers. How aware they are of competitors in the area. You asses the consumers target market level of awareness, beliefs, and attitudes towards the competitor"s company and its products. You do the same towards your company and your products as well. Companies who provide the same product to the same target market in the same geographic region. Problem: physicians were faced with con icting information on how to diagnose and treat patients.