MKTG1025 Lecture Notes - Lecture 5: Social Marketing, Brand Equity, Store Brand
Document Summary
As anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need. Includes: services, events, personal, places, organisations and ideas. Key elements in the overall market offering. An activity, benefit or satisfaction offered for sale that is essentially intangible. Does not result in the ownership of anything. Market offerings often include both tangible goods and services. Products and services bought by final consumers for personal consumption. Ca(cid:396)(cid:396)y out a(cid:272)ti(cid:448)ities to (cid:858)sell(cid:859) the o(cid:396)ga(cid:374)izatio(cid:374) itself. Consists of activities undertaken to create, maintain or change. The attitudes and behavior of target consumers towards an organization. To create, maintain or change attitudes or behavior towards particular people. Businesses, charities and other organisations use well-known personalities. Cities, states, regions and even entire nations. Compete to attract tourists, new residents, conventions, company offices and factories. A more narrow focus to ideas marketing.
