MARK 4600S Study Guide - Midterm Guide: Private Label, Ihop, Qr Code

• School: University of Georgia
• Department: Marketing
• Course: MARK 4600S
• Professor: Hollenbeck

Document Summary

The nature of communication: communication transmitting, receiving and processing information, sender attempts to transfer a message and communication occurs when the receiver comprehends the information. Components of promotion: marketing mix = product, price, promotion and distribution, promotion used to only be advertising, sales promotions, and personal selling. Mark 4600 test 1: (cid:498)think globally, but act locally(cid:499, 2008 recession changed dining habits cheaper dining-out. Chapter 2 brand management and corporate image. Ihop ceo julia a. stewart: (cid:498)minnow swallowing the whale(cid:499) since )(op had less locations, concern that it was act of retribution since she wasn"t named applebee"s ceo. 0(cid:524), promotions (cid:523)(cid:498)girl"s night out(cid:499), enhancing the dining experience and quality: marketing emphasis on product quality (removed and added items), pricing (2 for employment environment, advertising agency change to crispin porter knowledgeable about iconic brands. Corporate and brand image: summarizes what the company stands for as well as how it is known in the marketplace.