Wells02_Basic - Advertisings Role in Marketing Part 1:...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Advertisings Role in Marketing Part 1: Foundations Chapter 2 2-2 Chapter Outline I. Chapter Key Points II. What is Marketing? III. The Key Players and Markets IV. The Marketing Process V. How Agencies Work VI. International Marketing VII. The Dynamics of Modern Marketing 2-3 Key Points Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six critical steps in the marketing process Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising 2-4 What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted 2-5 Key Concepts in Marketing The marketing concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers problems and try to develop products to solve them 2-6 Key Concepts in Marketing The marketing concept Exchange Branding Added value The act of trading a desired product or service to receive something of value in return Money is exchanged for goods 2-7 Key Concepts in Marketing The marketing...
View Full Document

Page1 / 24

Wells02_Basic - Advertisings Role in Marketing Part 1:...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online