MKTG 313 Midterm: Exam 1 study guide
24 Apr 2018
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Alternative positioning strategies (know alternative general strategies) specifics in text (pgs. Attributes and benefits company different itself base on specific characteristic. Apple position itself on its innovative tech. Want to communicate price should not be the major factor considered in their purchase. Bose expensive headseat, good for listen to music. Juice companies position themselves as subtitude for eating fruit. Discover card- no fee, reward program. characteristics of each; advantages/disadvantages: full-service vs. specialized advertising agencies (i. e. , creative boutiques, media specialists) Full service provided all traditional ads services: all need to work in sync with one another to be successful. Specialized ad direct markeing agencies 0 specialist in direct respondse. Agency obtain services of highly skilled specialists, Cheaper than full service: common criticisms of marketing communications: influence on media content (economic censorship); encourages materialism; stereotyping certain groups; deceptive &/or misleading; offensive & bad taste; targeting vulnerable groups.
