Chapter_5_Adv - Marketing and Consumer Behavior The Foundations of Advertising Chapter 5 1 Marketing Context of Advertising Customers The key to a

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    1 Marketing and Consumer Behavior The  Foundations of Advertising   Chapter 5
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    2 Marketing Context of  Advertising  Customers: The key to a company’s prosperity Locating customers Live Work Play Understanding customers Needs  Wants Desires Creating products and services for customers Communicating with customers…Advertising
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    3 Key Participants in the  Marketing Process Customers Markets Marketers
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    4 Key Participants in the  Marketing Process Customers: Current customers Prospective customers Centers of influence
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    5 Key Participants in the  Marketing Process Markets Group of current or prospective customers  who: Share a common need or desire  Have the money to spend to meet their need Have the authority to make the expenditure
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    6 Key Participants in the  Marketing Process Marketers Every person or organization that has  products to sell
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    7 Consumer Behavior Understanding consumers and their  behavior is the key to marketing and,  therefore, to advertising strategy Understanding: Consumers Organizations
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    8 Consumer Behavior Consumer decision-making process
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This note was uploaded on 04/09/2008 for the course FTV 102 taught by Professor Oconor during the Spring '08 term at Chapman University .

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Chapter_5_Adv - Marketing and Consumer Behavior The Foundations of Advertising Chapter 5 1 Marketing Context of Advertising Customers The key to a

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