CHAPTER 7: PRODUCT STRATEGY
A product is anything that delivers value to satisfy a need or want and includes physical
merchandise, services, events, people, places, organizations, information, or ideas.
Defining the Product
Essential Benefit is the fundam
Essentials of promotion and integrated marketing communications:
Promotion involves various forms of communication to inform, persuade, or remind.
o Sales promotion
o Public relations
o Personal selling
o Direct an
Marketing is relevant to everyone across all business functions.
Marketing your personal brand helps you land a job or promotion.
Catchy and entertaining
Marketing is all about advertising.
Strategic Marketing Planning
University of Central Florida
Why is strategic planning necessary for the
marketing function in a business?
It includes the following steps:
1. Corporate situa
Consumer and Market Behavior (MRKT 3423)
University of Central Oklahoma
Dr. Yoon, Kanghyun
Discussion Worksheet (DW#4-2): Understanding Consumers Information Processing Process
Section I: Important Questions to be Discussed
1. The IPM consists of three ma