MKT 310 Lecture Notes - Lecture 12: Swot Analysis, Communication Theory
Document Summary
Marketers are tasked with the responsibility of maintaining, creating, and enhancing a brand. Any form of communication between a brand and customer depends: source (message) sender (initiator) channel (medium used on communication theory to transmit message) receiver (unpacks or reconstructs message) destination (audience) What is said =/= what customers hear; may be variables that distort or confuse the message before it is heard. Common mistakes: sending too many messages, misjudging the destination, unknown or untrustworthy sender, misjudging the receiver, or incompatible channel. Persuasion is either accepted, rejected, or ignored; marketers try to understand these actions in an effort to effectively market to their customers. Plan should be kept brief and concise. Use single spaced type and professional format. Consists of: executive summary, industry analysis. Reviews the macroenvironment conditions impacting the firm. Can (cid:271)e (cid:272)ondu(cid:272)ted using porter"s five for(cid:272)es, generi(cid:272) strategy, Draws upon the microanalysis that has been completed. Key assumptions and opportunities facing business should be identified and quantified.
