Ajay_Maheshwari_530_Module_7_Jan24

Ajay_Maheshwari_530_Module_7_Jan24 - Module71...

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Module 7      1 Module 7: Communicating Value
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Module 7      2 Abstract Responses to the first five questions are fill in the blanks. Response to the first exercise  question lists 8 modes of communications such as advertising, sales promotion, events  and experiences, public relations and publicity, direct marketing, interactive marketing,  word of mouth marketing and personal selling. Response to second exercise list 4  common criticism of direct marketing like irritation, unfairness, deception and fraud and  invasion of privacy. Response to the third exercise question conveys that the effect of  exposures on audience awareness depends on the exposures' reach, frequency, and  impact. Response to the fourth exercise question lists 5 decisions known as the five M’s.  Response to the fifth exercise question lists the 7Cs as: context, content, community,  customization, communication, connection, and commerce.
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Module 7      3 Module 7 Deliverables Assignments:  Questions Check Your Understanding: 1.  _____ is the use of consumer-direct channels to reach and deliver goods and  services to customers without using marketing middlemen.  “Direct marketing ”  is the use of consumer-direct  channels to reach and deliver goods and services to customers without using marketing  middlemen. 2.  _____ consist(s) of a collection of incentive tools, mostly short term, designed to  stimulate quicker or greater purchase of particular products or services by consumers or  the trade.  “Sales promotion”   consist(s) of a collection of incentive  tools, mostly short term, designed to stimulate quicker or greater purchase of particular 
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This note was uploaded on 12/08/2011 for the course MBA 520,510,59 taught by Professor Kate during the Spring '11 term at Asian Institute of Management.

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Ajay_Maheshwari_530_Module_7_Jan24 - Module71...

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