MKTG1001 NOTES Week 7-12 CLEAR AND CONCISE

Description

TOPIC LISTS: Week 7: Overview products and brands, classifying consumer products, product decisions, services, brands and brand equity, brand development, brand extensions Week 8: New products overview, marketing strategy for new products, development process, detailed steps in the new product process, PLC model, marketing decisions in the PLC. Week 9: Promotion, Overview of promotion and IMC, The communication model, main promotional tools, advertising, public relations, personal selling, sales promotion. Week 10; Digital marketing; direct marketing, paid, owned, earned media, google search SEO and SEM, Buzz/ Viral Marketing, Digital Ad Spend, Google analytics. Week 11: Pricing; Cost of Acquisition, Pricing strategies, major pricing approaches, Customer value-based pricing, Competition-based pricing, Pricing Calculations, Pricing Considerations, New Product Pricing, Competing on Price, Product Mix Pricing, Price Adjustment Strategies. Week 12: Place and Channels; Pull marketing versus push marketing, Supply Chains and Logistics, Channel Structures and Design, Wholesaling, Retailing, Retailing Technology, Servicescape, Trade Promotion.