Its the end of summer and Procter&Gamble (P&G) are planning their marketing
campaign for DayQuil, a cold remedy product in Canada. P&G wants to launch a
sampling program for DayQuil where samples of Dayquil will be attached to P&Gs
Recap: Consumer Purchase Decision Process
recap: Fishbeins mul7-a9ribute model
your a=tude (aka preference level)
for brand (k)
Seeking Soap and Water: An Analysis of Barbara Ehrenreichs The Swine Flu Vaccine Screw-up
In her 2009 essay, The Swine Flu Vaccine Screw-up, American political writer, social critic and essayist
Barbara Ehrenreich tries to argue that optimisms positive
The target company of this report is Air Canada, a Canadian flight company based in SaintLaurent, Quebec, Canada. It is a full-service airline company which was founded in 1937. This report
mainly focuses on assessing various internal and external factors
marke)ng research is
the systema)c design, collec)on, analysis, and
repor)ng of data and ndings relevant to a
specic marke)ng situa)on facing an
what is marke)ng research for?
Iden&fy and evaluate op
Why is marketing important?
What is marketing?
Marketing is about:
How to manage profitable & sustainable customer relationships
Analy&cal approach to study how
marke&ng ac&ons impact prots
register your iClicker on UBC Connect.
no registra5on, no credit (because I cant track
class liaison (contact point between instructor and
class). email me if interested! one liaison per
what is marke0ng?
lets do a survey
In order to go green, SaveOnFoods has announced a new policy:
If you bring your own bags to the store, you will
receive 5 discount per bag.
In which circumstance, are you more likely to bring your own
bags to SaveonFoods?
check your iClicker grades on Connect
grades are only up to Sep 26
grades ONLY on or a8er Sep 21 aect nal grade
grades before Sep 21 check your device is working
let me know ASAP if any discrepancies with what
If I am Mike, the first thing I should do is to inform Sue immediately that I will investigate the
whole incident and finally find a fair explanation to her. After that I will investigate this incident
as carefully as I can. If there is a result of my
Chapter 1 - What is Marketing?
Marketing is about satisfying customer needs/wants through an exchange of things of value
between buyer and seller
- Based upon marketing mix/four Ps
- Product (create value)
- Price (capture value)
- Place (deliver value)
Chapter 11 - Product,Branding and Packaging Decisions
Product - Anything that is of value to a consumer and can be offered though a voluntary
Complexity and Types of Products
Complexity of Products
- more then just physical characterist
Services Marketing Differ from Product Marketing
- the marketing of services differ from product marketing because of the four fundamental
differences involved in services
- Intangible, inseparable, heterogenous, and the perishable.
Intangible: a characte
A set of techniques and principles for systematically collecting,recording,analyzing and interpreting data
that can aid decision makers involved in marketing goods,services or ideas.
- Prereq of successful decision making
COMM296 - Chapter 19 - Personal Selling and Store Management
The Scope and Nature of Personal Selling
- personal selling is the two-way flow of communication between a buyer and a seller that is
designed to influence the buyers purchase decision.
Chapter 17 - Integrated Marketing Communications
Integrated Marketing Communications - represents the promotion dimension of the four Ps:
encompasses a variety of communication disciplines general advertising, personal selling,
sales promotion, PR, direct
Chapter 6 - Consumer Behaviour
The Consumer Decision Process
1) Need Recognition
- the consumer recognizes they have a need to be fulfilled
- Functional need: Pertains to performance of a product or service
- Needs vs Wants (not necessarily needed, but de
Chapter 9 - Segmentation,Targeting and Positioning
The STP Process
Step 1 - Establish the Overall Strategy or Objectives
- first step in STP is to figure out a clear vision for the marketing strategy
- must be consistent and come from the firms mission as
Product Deni/ons & Classica/on
New Product Development
Product Life Cycle
Product: anything that can be oered in a market for aBen/on,
acquisi/on, use, or consump/on that might sa/sfy a need or want