24210 Chapter Notes - Chapter 1: Promotional Mix, Marketing Mix, Advertising Mail
Document Summary
What is marketing: the set of activities where businesses and other organisations create transfers of value exchanges between themselves and their customers. What is communications: the process whereby commonness of thought is established and meaning is shared between individuals or between organisations and individuals. What is marketing communications: represe(cid:374)ts the (cid:272)olle(cid:272)tio(cid:374) of all ele(cid:373)e(cid:374)ts i(cid:374) a(cid:374) orga(cid:374)isatio(cid:374)"s (cid:373)arketi(cid:374)g (cid:373)i(cid:454) that facilitate exchanges by establishing shared meaning with the orga(cid:374)isatio(cid:374)"s customers/clients. The marketing and promotional mixes: product, good, service, good and service, pricing policy, distribution method (place, promotional mix, advertising, sales promotion, personal selling, public relations, publicity, direct marketing, digital/internet marketing. Advertising: any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor (e. g. business firms, individuals, non-profit organisations) Personal selling: person-to-person communication where seller attempts to assist and/or persuade prospe(cid:272)tive (cid:271)u(cid:455)ers to pur(cid:272)hase the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s produ(cid:272)t/servi(cid:272)e/idea.
