9-10-09 Chapter 4.docx - iii. Can be influenced by the...

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1. Communications Market Analysis a. Finding out how customers get information and using that information to develop a plan towards customers b. Competitive Analysis i. Who is the competition? ii. Make a list about those collected firms. Get financial and other data from the firms. iii. Who you are doing battle with c. Opportunity analysis i. Which markets are heavily saturated ii. Who you are doing battle with and where you can get to them and win d. Target market analysis e. Customer Analysis i. Current ii. Other Co’s Customers iii. Don’t buy/use f. Positioning Analysis i. Created by good marketing ii. Between your customers ears.
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Unformatted text preview: iii. Can be influenced by the quality of the goods sold, method of distribution iv. If you have a problem in the market, re positioning is a very difficult thing to do 2. Establishing Marketing communication Objectives a. Develop Brand Awareness b. Increase demand with sales promotions and other things c. Change customer attitudes 3. Communications Budget a. Percent of sales b. Meet the competition c. What we can afford d. Objective and task 4. Roughly 25% of all promotion dollars are spent on pulled promotion 5. 50% are spend on trade promotions...
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This note was uploaded on 09/08/2010 for the course BUS 134B at San Jose State University .

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9-10-09 Chapter 4.docx - iii. Can be influenced by the...

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