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Title: Basic Marketing Communication Notes
Description: Terminology that can be useful understand the basics in marketing. (In Third Year, used this guide as a foundation to marketing)
Description: Terminology that can be useful understand the basics in marketing. (In Third Year, used this guide as a foundation to marketing)
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Marketing content: understand customers through segment variables (demo, psycho, behavioural, geodemo-)/marketing
segmentation (measureable, accessible, substantial, actionable, differentiation)
...
Buyer behaviour cognitive theory – decisions based on logic/evaluation of alternatives
Buying situations – (High involvement) extensive problem solving: risky, purchase is infrequent, expensive
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Limited problem solving
...
Buyer behaviour reinforced theory (experimental learning): not fully possible to understand behaviour
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Marketing is cues/messages as stimuli
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Behaviours
reinforced by reward/punishment
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Operant conditioning relies on consistent
response for reinforcement
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Composition of organisational buying units: value, complexity, essentiality, innovative, and frequency of purchase, impact to
organisation, consequence wrong decisions
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Predicts results/action chosen
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When to research: communication/commercial effects
...
Exploratory research: looks for insights, small sample size/non-representative, can be followed by further research, use
secondary/primary research
Casual research: measures cause (independent) and effect (dependent) variables – impact to another
Descriptive research: conclusive data, based on stereotypes, determines consumer perceptions of product characteristics, can
specifically predict, method: survey, panels, observations, secondary reports
Market research process: define problem>research plan> explain>collect data>analyse data>prepare findings
...
Researchers want to know: customer’s thoughts on product, needs, motivations, expectations, rival services, communication, and
decision maker
Quantitative: characters of buyer markets, large sample, statistical
Qualitative: deep understanding, small sample, cannot be replicated
Stamping process: 1
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2
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3
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4
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5
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6
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Must think
about financial resources
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Effective marcoms is dependent on knowing the needs of the audience
...
Research suggests that consumers recall marcoms best when messages
are transmitted monthly
...
Post-industrial societies are currently witnessing a move from market
to relational exchanges
Sender is the person who sends a message after encoding
...
Decoding is the process of changing the encoded message
into understandable language by the receiver
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Channel is the medium through which the message is sent
...
Noise is the disruptions that are caused in the communication
process in channel or in understand ability of the message
...
Collaborative exchanges is a network perspective
...
Perception + marcoms =
making sense of incomplete data
...
Sequence
formation: learn/feel/do
...
Evoked set: a small group of preferred brands
...
Tribal consumption is important because of linking value it provides within a tribal network
...
Behavioural economics is against consumption, and does not focus marcoms to what people intend to do
...
Attitude towards the product
is a prerequisite to purchase
...
Relationship life cycle: search, initiation and familiarisation
...
Cognitive responses: brand, source, message execution related thoughts
...
Title: Basic Marketing Communication Notes
Description: Terminology that can be useful understand the basics in marketing. (In Third Year, used this guide as a foundation to marketing)
Description: Terminology that can be useful understand the basics in marketing. (In Third Year, used this guide as a foundation to marketing)