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Key Terms
artificial time constraints pricing strategy that creates a sense of urgency in buyers’ minds break-even pricing pricing strategy in which marketers choose a price that will cover all the costs of manufacturing bundle pricing pricing strategy that promote...
13.3 Integrated Marketing Communications
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define integrated marketing communications (IMC). 2 Discuss why IMC is important in marketing. Integrated Marketing Communications (IMC) Defined Now that you are familiar with ...
Building Your Personal Brand
One of the key ways that you can build your personal brand is by association. The following is a list of marketing associations. Research each of these to determine which organization(s) are most congruent with your goals. Many of these organizations have loca...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to integrated marketing communications. The goal is to prove you understand the meaning of each term. Terms: advertising digital marketing frequency ...
Applied Marketing Knowledge: Discussion Questions
1. Evaluate the skills that are required to be successful in a personal-selling position. What are they, and why do you believe they would be important? 2. Consider the communication process discussed in this chapter. Explain the process as ...
Key Terms
5A framework map of the consumer’s various need states as they find out about a product and finally decide to purchase advertising a paid form of nonpersonal communication about a product, service, or idea buy one get one (BOGO) promotion strategy in whic...
Chapter Summary
After the marketer has facilitated all the other marketing mix variables, they are ready to communicate with their intended target audience. Marketers have a set of promotional methods for communicating. This chapter explores the various methods of communicati...
13.5 Ethical Issues in Marketing Communication
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issues with respect to marketing communications. 2 Discuss ways to maintain and foster ethical marketing communications. Socially Responsible Marketing Communic...
13.4 Steps in the IMC Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the IMC planning process. 2 Summarize the details of each step in IMC planning. Identify the Target Audience All successful IMC campaigns start with a good fo...
13.2 The Communication Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the communication process. 2 Identify and discuss each element of the communication process. Communication Process Defined At first glance, the communication process s...
Applied Marketing Knowledge: Discussion Questions
1. Choose a mass retailer such as Walmart or Target and look at its weekly advertisement. You can do this online, in the store, or with a physical flyer. Identify and analyze the pricing strategies used. Apply what you have learned to how you personally ...
13.1 The Promotion Mix and Its Elements
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the promotion mix and explain its importance. 2 List and describe the elements of the promotion mix. What Is the Promotion Mix? We are all consumers, and we have all bee...
In the Spotlight
Figure 13.1 Peloton uses an integrated marketing strategy to reach consumers through multiple channels. (credit: modification of work “Going Backstage at Peloton HQ” by Jurvetson/flickr, CC BY 2.0) Chapter Outline 13.1 The Promotion Mix and Its E...
References
1. George Hatch, “What You Need to Know about Amazon Prime: 2005–Today,” Pattern Blog, Pattern, August 20, 2020, https://pattern.com/blog/amazon-prime-a-timeline-from-2005-to-2020/. 2. Parkev Tatevosian, “Amazon Reaches 200 Million Prime Members...
Closing Company Case
Naked Wines Buying a good bottle of wine can be hit or miss. A consumer can pay a lot and not enjoy the wine or pay a little and really love the wine. As with any product, there are fixed costs and variable costs included in the price of a bottle of wine. S...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on as you develop the marketing plan throughout the course. You may need to conduct research in order to obtain necessary information. Instructions: Using the Market...
What Do Marketers Do?
Using LinkedIn, find a pricing analyst. Reach out to them, introduce yourself, and let them know that you’re a student wanting to know more about their job role. Then schedule an interview. Questions you may want to ask include: What is your background and ...
Building Your Personal Brand
One of the most important tasks you have in establishing your personal brand is how you are going to communicate your skill level and experience to others. Let’s start by developing a 30-second elevator pitch about yourself. An elevator pitch is what you would...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to pricing. The goal is to prove you understand the meaning of each term. Terms to include: Unemployment Inflation Discretionary income Consumer con...
What Do Marketers Do?
Using the same list of marketing associations above, contact the one that interests you the most and ask if it is possible to speak with a member. Explain that you are a student and you would like to interview someone in the field. Before the interview, consid...