COMM 103 Chapter Notes - Chapter 10: Psychographic, Target Market, Desertion
26 Aug 2013
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Most people think it refers to the development and delivery of an advertising campaign: just last step in the dvlpmt & delivery of marketing strategy begins way before. Broader process about assessing market dynamics, identifying needs, determine sale price. Also includes ensuring customers have access to the p/s through dvlpmt of distribution channels, & delivering the message to create awareness and preference for the p/s. In its simplest context, marketing"s purpose is to design, develop, and communicate value: value refers to ability of an org to communicate why their p/s meets their needs. Value proposition (tangibles + intangibles) is what creates the value of the p/s. Must understand the six r"s or marketing: the right need to pursue, the right solution to offer, the right value. Proposition to position the org"s products and services around, the right. Methodology for delivery, the right price to charge, and the right. The marketing formula and marketing"s impact on strategy.
