Mktg 2202 Midterm Review

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Chp 1
* The promotional mix
* Advertising
* Sales Promotion
* Public Relations
* Direct Marketing
* internet marketing
* personal selling
Chp 3
* Consumer Decision Making
Decision Stage| Psychological Process|
Need Recognition| Motivation|
Information Search| Perception|
Alternative Evaluation| Attitude Formation|
Purchase Decision| Integration|
Postpurchase Evaluation| Learning|
* Target Market and Target Audience
* Target Market
* The group of consumers toward which an overall marketing program is directed. * Target Audience
* A group of consumers within the target market for which the advertising campaign is directed. * Target audience options: rossiter and percy perspective * Brand loyal customers regularly buy the firm’s product * Favourable brand switchers buy focal brand but also buy others * Non-customers

* New catergory users customers not purchasing within a product category * Other brand switchers not consistently purchasing focal brand * Other brand loyals loyal to another brand

Chp4
* The communications processFeedback
Feedback
Response
Response
decoding
decoding
Encoding
Encoding
Receiver
Receiver
Channel Message
Channel Message
Source/Sender
Source/Sender

chp4
1. Traditional Models
a. Aida
b. Hierarchy of effects
c. Innovation adoption model
d. Information processing model
2. Response process models
e. Standard learning model > learn/feel/do
f. Dissonance/attribution model >do/ feel/learn
g. Low involvement model>learn/ do/ feel
3. Cognitive reponse models
h. Cognitive response approach-message/source/ad
i. Elaboration likelihood model-central/peripheral

Chp 5

* Dagmar Definition of Objectives
* Target Audience
* Benchmark and Degree of Change Sought
*...
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